To promote the launch of Carlsberg 0.0%, Diageo enhanced an already strong Out of Home advertising campaign with an innovative special build element. A dispensing unit was added to a Mega Wrap on Great Victoria Street in Belfast, distributing free samples of the alcohol-free beer for three hours on 6th December.
The new beer fills a gap in a growing market of low and no alcohol versions of typically boozy drinks. Complementing the special build element, Transit, Classic and Digital OOH formats delivered provincewide campaign coverage, while Glowboxes delivered the message at the point of sale in on-trade environments.
Nicola McNaughton, Senior Account Manager, PML Group said: “Placing the new product directly into the hands of consumers was a key part of the innovative launch activation for Carlsberg 0.0%. We worked with Diageo, Carat Ireland, Clear Channel and Eclipse Media to deliver a bespoke vending machine on a busy street in Belfast, giving consumers a chance to taste the product, while a multi-format OOH campaign helped with brand building across Northern Ireland.”