When Carlsberg launched its new drinks brand Eve for women, our challenge was to make it instantly fashionable. Which we did, with an exclusive fashion swap campaign.
Share this page
We’re extremely proud of the results of this campaign, which reached 10m people across above the line, below the line and social channels.
Anna Bradshaw, Business Director, BEcause
Carlsberg key challenge was to break into women's existing large and entrenched alcoholic drinks repertoire and use brand trial as the key to success. Their secondary challenge was to create buzz around the brand launch in order to drive consumer intrigue and awareness.
What we did
Using aspirational fashion celebrity Louise Redknapp as the face of the campaign, we hosted free ticketed Fashion Swap nights in A-list venues in Manchester and Liverpool.
How we did it
Swap nights included mini manicures and makeovers, fashion advice from stylist Karen Clarkson and bottles of Eve. The integrated campaign also featured in-bar sampling, guerrilla stunts, PR, social media and radio promotions.
large sell-out events
opportunities to see
Eve’s Fashion Swap events had all the ingredients of a buzzing girl’s night out – fashion, fun, glamour and refreshment – making Eve the talk and toast of the town amongst fashion-conscious women, bloggers and journalists. Find out why influencer events are a great way to build buzz around your brand.