Setting the standard in the spirits trade sector.
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The Challenge
How can we equip the Carlsberg sales team with a tool that boosts their ability to secure more space in bars? The team sought a leave-behind that bar owners and mixologists would genuinely find engaging, rather than the usual mundane sales brochure.
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Our Process
By positioning the Carlsberg team as knowledgeable experts with great taste through a collaboration with the sales team as well as renowned category experts, The Thinking Drinkers, to create content that actually inspires and educates as opposed to a traditional brochure that feels overtly ‘salesy’.
The credible and engaging content enhances both the Carlsberg team and portfolio, focusing topics that are relevant and current.
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Execution
Not being constrained by a set house style in the editorial spreads ensures that each piece is memorable in its own right – making sure that the content, written by award-winning comedy writers the Thinking Drinkers, shines as brightly as it deserves to.
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BGN has done an amazing job, and have created something truly unique and stunning. It’s a great mix of style and information without losing sight of the fact that it needs to convey our product range and help with our up-selling and cross-selling strategies.
Customer Marketing Manager at CMBC