Carlsberg Danish Quarter x Live Nation UK: Festival Programme

Beryl Crofton-Atkins

Carlsberg, the beer brand, launched Danish Pilsner to music fans in the UK through a number of brand activations at six major summer music festivals.

Campaign details

Brand: CarlsbergBrand owner: Carlsberg Foundation and Carlsberg ShareholdersAgency: Live Nation Marketing PartnershipsCountry: United KingdomIndustry: Beer & ciderMedia channels: Events & experiential, Mobile & apps, Online video, Packaging & design, Social media, Websites & micrositesBudget: 500k - 1 million

Executive Summary

Carlsberg and Live Nation kicked off their multi-year partnership in the spring of 2013. Six years later, the partnership had grown and evolved into a joint passion for providing music fans with unparalleled meaningful experiences at live events. By 2019, Carlsberg was Live Nation's exclusive...

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