Carlsberg Beer Beauty|短视频|广告营销案例【ADGuider广告指南】

嘉士伯啤酒美容

案例简介：结果这项活动创造了一个全新的品牌交流平台，使嘉士伯能够以新的令人惊讶的方式使用和交流他们的高质量成分。因此，这项活动是高度可扩展的，不仅在美容类别中，而且在大量的产品类别中。概要世界第四大酿酒公司嘉士伯一直使用最好的大麦、啤酒花和酵母来酿造世界著名的啤酒。但是近年来，质量已经成为大多数人联想到手工酿造的精酿啤酒。我们需要找到一种方法，让嘉士伯高级配料的故事再次出名。实施与嘉士伯实验室合作，我们对如何从嘉士伯大啤酒中提取大麦、啤酒花和酵母进行了实验，以便在美容系列中使用它们。我们发现，通过将啤酒冷冻干燥成啤酒粉，我们可以保存所有有益的成分，使其非常适合美容产品的生产。我们把啤酒粉末带到有机美容产品生产商 Urtegaarden，并与公司的产品开发团队一起, 我们创建了嘉士伯啤酒美容系列 -- 一系列男性美容产品，每个产品含有 0.5 升啤酒。活动描述当我们研究这个主题时，我们发现嘉士伯的主要成分 -- 大麦、啤酒花和酵母 -- 有一些意想不到的特性。我们了解到它们含有大量的维生素b 和硅，这两种物质对头发和皮肤都有好处。我们还发起了一项研究，表明许多男性会觉得从嘉士伯这样的男人味品牌购买美容产品更舒服。基于这些事实，我们决定进入一个痴迷于优质成分的行业 -- 美容行业 -- 并开发了一系列男性美容产品，每种产品都含有 0.5 升优质嘉士伯啤酒。执行嘉士伯啤酒的主要成分 -- 啤酒花、大麦和酵母 -- 富含维生素b 和硅，据说这两种成分都对头发和皮肤有美化作用。嘉士伯啤酒美容系列中的每种产品都含有 0.5 升冻干嘉士伯啤酒。从视觉上看，嘉士伯啤酒美容系列捕捉到了美容行业的美感，同时保持了嘉士伯的品牌和轻松的语调。嘉士伯啤酒美容系列是最终产品，可在嘉士伯的 webshob 购买。

嘉士伯啤酒美容

案例简介：Outcome The campaign created an entirely new brand communication platform, enabling Carlsberg to use and communicate about their high quality ingredients in new and surprising ways. As such, the campaign is highly scaleable, not only within the beauty category, but within a large range of product categories. Synopsis Carlsberg, the world’s fourth largest brewing company, has always used the finest barley, hops and yeast to make its world famous lager. But in recent years, quality has become something most people associate with hand-brewed craft beer. We needed to find a way to make the story of Carlsberg’s high grade ingredients famous again. Implementation In collaboration with Carlsberg Lab, we made experiments on how to extract the barley, hops and yeast from the Carlsberg Larger beer, in order to use them in a beauty series. We found out that by freeze-drying the beer into beer powder we could preserve all the beneficial ingredients, making it perfect for beauty product production. We took the beer powder to the organic beauty product producer Urtegaarden, and together with the company’s product development team, we created the Carlsberg Beer Beauty Series – a range of male grooming products each containing 0.5 liters of beer. Campaign Description As we researched the subject, we found that Carlsberg’s main ingredients – barley, hops and yeast – have some rather unexpected properties. We learned that they contain lots of vitamin B and sillicum, both of which are good for hair and skin. We also launched research that suggested that a lot of men would feel more comfortable buying beauty products from a manly brand like Carlsberg. Based on those facts, we decided to break into an industry obsessed with quality ingredients - the beauty industry - and developed a series of male grooming products with each product containing 0.5 litres of premium Carlsberg lager. Execution The main ingredients in Carlsberg’s beer – hops, barley and yeast – are rich on vitamin b and silicium, both of which are said to have beautifying properties for hair and skin. Each product in the Carlsberg Beer Beauty Series contains 0.5 liters of freeze-dried Carlsberg beer. Visually, Carlsberg Beer Beauty Series captures the aesthetic of the beauty industry, whilst at the same time staying true to Carlsberg’s brand and relaxed tone-of-voice. Carlsberg Beer Beauty Series is a final product, available for purchase on Carlsberg's webshob.