MSK Partners


Design, communication and what's on our mind

Biker branding

Here’s a clever piece of branding that was extremely well executed. Carlsberg has staged a cinema stunt featuring couples negotiating an auditorium packed with bikers to promote its new global tagline: “That calls for a Carlsberg”. The stunt, which took place on Thursday, September 22 has already attracted more than 3 million views on YouTube. Brussels-based ad agency Duval Guillaume Modem came up with the stunt, which was staged in a cinema in Belgium.

After buying two tickets at the box office, innocent couples were confronted with a cinema packed with hairy bikers. Their seats were directly in the middle of the crowded venue, with their reactions captured on camera. While many walked out of the cinema, those who took the seats were greeted by huge cheers from the crowd and also handed a bottle of Carlsberg as the tag came up on the cinema screen. The reaction of some of the couples is, not surprisingly, priceless.

Filed under: Communication