Night patrols
In Sweden, night patrols which create social security for young people in cities around Sweden were undertaken in partnership with Nattvandring. Carlsberg sponsors the initiative and takes an active part by having Carlsberg employees join in the nightshifts where adults walk around the night scenes where young people hang out, ensuring order and safety. In 2015, cooperation with the Nighthawks expanded to Carlsberg’s Green Door Project, which is a platform for nightlife events in Sweden. During the Green Door Project events, non alcoholic beer choice was provided and water bottles were handed out for free when guests were leaving.
Furthermore, Sweden’s Taste of Stockholm is an early summer festival that each year attracts hundreds of thousands of people with a shared interest in food and drink. During the first week of June, the downtown park Kungsträdgården, or “King’s Garden”, is transformed into a party with culinary sensations and performances by many well-known artists. Around 25 of Stockholm’s most exciting restaurants serve everything from the most traditional Swedish dishes to exotic creations from other parts of the world in the park. Carlsberg Sweden is the main beverage supplier for the event and in 2015 focused on promoting non-alcoholic beer as a responsible beverage to accompany different dishes. Carlsberg also organises each year an event in Malmö with a special focus on the company’s wide range of non-alcoholic beers. Its aim is to provide information for both industry and consumers. Between 2014 and 2015, the non-alcoholic category grew +30%. The Okorkat Christmas Campaign in 2015 was Carlsberg Sweden’s initiative to get more people to make smart and conscious choices when it comes to the consumption of alcohol during the Christmas season. The campaign highlighted that there is a beer for all occasions – with particular focus on non-alcoholic beer and responsible consumption. It was a 360 degree campaign, which included outdoor, on trade, digital and social media, as well as internal communication channels. Digital Reach was 2,020,000 impressions, with media reach at 35,000.
Furthermore, Sweden’s Taste of Stockholm is an early summer festival that each year attracts hundreds of thousands of people with a shared interest in food and drink. During the first week of June, the downtown park Kungsträdgården, or “King’s Garden”, is transformed into a party with culinary sensations and performances by many well-known artists. Around 25 of Stockholm’s most exciting restaurants serve everything from the most traditional Swedish dishes to exotic creations from other parts of the world in the park. Carlsberg Sweden is the main beverage supplier for the event and in 2015 focused on promoting non-alcoholic beer as a responsible beverage to accompany different dishes. Carlsberg also organises each year an event in Malmö with a special focus on the company’s wide range of non-alcoholic beers. Its aim is to provide information for both industry and consumers. Between 2014 and 2015, the non-alcoholic category grew +30%. The Okorkat Christmas Campaign in 2015 was Carlsberg Sweden’s initiative to get more people to make smart and conscious choices when it comes to the consumption of alcohol during the Christmas season. The campaign highlighted that there is a beer for all occasions – with particular focus on non-alcoholic beer and responsible consumption. It was a 360 degree campaign, which included outdoor, on trade, digital and social media, as well as internal communication channels. Digital Reach was 2,020,000 impressions, with media reach at 35,000.