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The Responsible Can

Many alcohol brands tell their consumers to “drink responsibly”, but no one has done much more that. So how can Carlsberg as a beer brewer actually encourage a healthy alcohol culture in a more tangible and believable way?

 

Carlsberg / Product

Many alcohol brands tell their consumers to “drink responsibly”, but no one has done much more than that. So how can Carlsberg as a beer brewer actually encourage a healthy alcohol culture in a more tangible way rather than simply in words?

 

 
 

To encourage moderate drinking, we go right to the source the itself - the can.
‘The Responsible Can’ is a specially designed can that can split in two: 33 cl Carlsberg Beer and 15 cl water. We make it available over the summer period in festivals and clubs. This way, we remind our consumers to drink responsibly and make it easy for them to do so.