Drink and Bike! – Carlsberg Sweden targets road cyclists in latest ad campaign

Ah beer. Is there anything you can't do? Well, actually, beer isn't all that great when you are really into fitness and working out - but, alcohol-free beer is ok. Hence the billboard, to remind the cycling enthusiasts out there that Carlsberg goes with biking too.


Conventionally you don’t think of drinking and biking but even the cycling community enjoys a cold alcohol-free beer sometimes. That's why we’ve used this messaging and that’s why we’ve worked hard at perfecting our alcohol-free beer, says Mikael Johansson, Brand Manager at Carlsberg Sweden.

Jakob Eriksson, Art Director at the Swedish creative agency Animal, had this to say:

How would the brand Carlsberg approach the topic of cycling? That’s a really fun question to ask yourself considering the famously witty personality of the brand. With this ad we’re 100% confident that our lycra dressed target group can relate


The 330 gram Carlsberg

Ad agency: Animal

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