The Responsible Beer Can
Carlsberg / Product Innovation
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 Beer 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.
In order to make sure our customers will be able to experience 'The Responsible Beer', we open a Responsible Pop Up Bar.
And to show how much less alcohol people drink if they remember to drink water, we make an experiment: We measure how many beers a bar normally sells one night compared to a night where they only sells ‘The Responsible Beer.
To promote the ‘drink responsibly’ initiative furthermore we will place beer-fridges with ‘The Responsible Beer’ on well-known party streets.
All the reactions and interaction with the product will be filmed and used as social media content.