Carlsberg Sweden: The sunken bar

Carlsberg, a beer brand, promoted its range of alcohol-free beer while working to decrease incidents of people boating while intoxicated in Sweden.

Background & challenge

The Sunken Bar

Carlsberg opened a bar on the bottom of the ocean, to remind beer-drinking boaters where they can end up if they drink alcohol at sea.

Since the outbreak of the pandemic, interest in recreational boating have been booming in Sweden. But with many inexperienced boaters comes more serious accidents at sea - and more often than not, alcohol is involved. Recent data show that 6 out of 10 who die in boating accidents have alcohol in their blood, according to the Swedish Transport Agency.

As a leading brewery, Carlsberg wanted to take social responsibility...

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