Event TV: Carlsberg stages free crates stunt at City Airport

Carlsberg gifted free crates to weary travellers
Carlsberg gifted free crates to weary travellers

Carlsberg continued its series of 'If Carlsberg did' experiences this month by surprising passengers at London City Airport with free crates of its beer.

Weary travellers waiting to pick up their luggage were surprised by the brand when the crates were loaded onto the airport’s carousel with the invitation ‘Take me, I’m yours’.

The guerrilla marketing initiative took place on 19 July at 6.24pm, while Carlsberg released video footage of the surprise last Friday (24 July). The film showed the passengers’ shock and delight as they realised the gift was for them.

Many took to social media anticipating the desired strapline: ‘If Carlsberg did Air Travel’.

Dharmesh Rana, senior brand manager at Carlsberg UK, said: "Waiting for your luggage when you get home from holiday is that defining moment when you know that your holiday is over. You go from the highs of being on holiday back to the reality of returning to work, and that’s why we decided to cheer up returning holidaymakers with a crate of ice-cold Carlsberg. 

"We hope our gift made the process of unpacking that little bit more bearable."

The activation follows Carlsberg’s popular free beer billboard stunt in April, dubbed 'Probably the best poster in the world'.

More: One Minute With... Carlsberg brand manager, Dharmesh Rana

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