Vietnam, and particularly Hanoi have recently been mediatized for it’s lack of solutions regarding air pollution.
“Probably the best beer in the world” – is not just a statement about quality, Carlsberg recently proved that they are also tackling environment issues by launching an eco-based campaign in cooperation with Happiness Saigon.
During its 127 years of operation, Carlsberg lives by the ‘betterment’ code – always strives for the better. This rule does not only apply to products but holistically in all brand aspects, including packaging and communication. The newest innovation, Zer02 cap, is a small yet impactful change. The scavenger layer in the liner underneath the cap absorbs Oxygen in the bottle, partially prevents the oxidation process, and thus keeps the beer fresher for longer. But the potential of this invention does not stop there, Carlsberg and Happiness Saigon used this opportunity to “return” the Oxygen to the environment: “Because our Zer02 cap takes the Oxygen out of the bottle for fresher beer, we will give the Oxygen back for a fresher environment.”
To kick-off the campaign Carlsberg covered multiple bus stops in Hanoi with real plants, promoting both public transportation use and introducing it’s unique promotion scheme based on data of the Air Quality Index (AQI). The real-time AQI statistic directly converts to a discount on a Carlsberg beer, which can be claimed in the Carlsberg Beer Garden. The higher the pollution, the higher the discount.
The outdoor event offered Hanoians a mini getaway to enjoy premium Danish beer in an urban botanic garden. On the spot, participants can submit the Zer02 cap from Carlsberg bottles consumed in exchange for a set of house-plants. The distributed plants are well-known for their air-purifying effects.
Not stopping there, Carlsberg converted the beer sales to trees, which will soon be planted in Thong Nhat park. This is how all Carlsberg consumption adds back the Oxygen into the environment.
This environmental campaign generated a surge of positive engagements, resulted in 3600 participants in the Beer Garden, who will take care of the same number of plants. This is the one knot that started a strong bond between Carlsberg and Happiness Saigon. The best is yet to come. When an innovative product and a long-range vision meet creativity, the brand and the agency will together add value to both the business and the community.
CEO/Executive Creative Management: Alan Cerutti
Account Lead: James Wilkinson
Account Executive: Tham Nguyen
Strategic Planners: Viet Le
Concept Providers: My Tran, Hung Kieu, Tuan Phan
Senior Copywriters: My Tran
Graphic Designers: Tuan Phan, Hung Kieu, My Tran
Social Manager: Chau Anh
Production: ADN Events
Event Producer: Hien Nguyen
Production Supervisor: Phat Le
Production designer: Quang Le/Duy Nguyen
Field Supervisor: Viet Anh Dinh
Client: Carlsberg Vietnam
Senior Brand Manager: Trang Vo Mai