Field Activation / Brand Ambassadors / Sporting Events
They say it’s always noon somewhere in the world — and so be it! Because when it’s time to rehydrate after a 10K or even a half marathon, time fades away, and Carlsberg 0.0% is always there to quench the thirst of our athletes… and their supporters.
The growing presence of non-alcoholic beer on grocery and convenience store shelves across Quebec has opened the door for major players in the brewing industry to activate their brands in environments where, in the past, they could only engage with consumers in secured, 18+ venues.
To address the non-alcoholic aspect and connect it with a healthy, active lifestyle, the agency proposed that Carlsberg Canada leverage our strong relationship with the organizer of the Sun Life Thematic Races and join two of their flagship events: the Sun Life Brossard Half Marathon and the Sun Life Granby Marathon.
A turnkey deployment of a team of brand ambassadors to sample the product and celebrate athletes’ achievements after completing their sporting challenges. A tasting area was set up, allowing runners’ family and friends to discover this new product — all while celebrating, of course, with the athletes who had surely earned a cold one after their early morning effort.
In just two races, over 3,000 adults raised a glass to the health of our athletes.
