eSingapore— After a successful launch of Countdown with Carlsberg to the Smoothest Hours campaign last July that had 1,000 sampled cans swept off the shelves in just minutes, Carlsberg together with Clear Channel and Initiatives returns with yet another delightful surprise for the launch of the Carlsberg Smooth Draught.

A familiar sight, the custom-built execution stands tall at 2.2m creating suspense for commuters as they countdown with Carlsberg to the smoothest hour. When the timer hits 00:00 the door will elevate revealing the latest Carlsberg Smooth Draught that comes with a “POP” cap where consumers get to enjoy the premium delight without a bottle opener. Carlsberg has no doubt smoothen the way for consumers to enjoy a smooth draught in a bottle.

“Seeing how this had worked successfully for Carlsberg, we were driven to continue its success to this sequel. We listened to the feedback of consumers who were absolutely delighted with the first edition. Carlsberg rides on the momentum of the last campaign, with this swift follow-up, using the same successful execution to release the new pop-cap bottle. What better way than to engage with Carlsberg consumers where they are most receptive, during commute, and lend a memorable experience with the brand.”, says Amanda Woo, Head, Client Partnership and Business Development of Clear Channel Singapore.

“The result of the last campaign generated not only talkability with more than 100K engagements social media, we gained more fans where sales of the new Carlsberg Smooth Draught surpassed expectations by 15%. This year, we make it bigger with a POP cap – Now you can POP a draught anywhere!”, says Lum Mei Yi, Marketing Manager, Carlsberg Singapore.

Carlsberg Countdown Dispenser campaign has started at Robinson Road and the next countdown will begin at the bus shelter outside Dhoby Ghaut MRT Station from 26 April till 1 May.

Media Agency: Initiative Media 

Creative Agency:  Cohort Communications