A Tip of the Glass to Carlsberg's "Adopt a Keg" Program

Booze brands get to keep playing. Among the most active and prolific consumer lifestyle marketers out there “pre-Corona,” beer, wine and spirits folks are continuing to activate and engage as Americans adopt a new work/teach/eat/party-at-home existence. It doesn’t mean they be their free-wheeling and lovin’ selves, as if things are as they have always been. It’s why you’ve seen brands from Budweiser to Smirnoff repurpose, pivot and reimagine campaigns and new efforts. Even so, a lot of the recent efforts have fallen victim to a familiar vibe and formula.

All the more reason I’m enjoying the latest from Denmark-based brewer, Carlsberg. The brand has a history for smart, creative brand marketing and advertising. I’d add its newest Adopt-a-Keg program to those annals.

[youtube=://www.youtube.com/watch?v=10XhoVhjBCo&w=854&h=480]

As with most good creative ideas, this one doesn’t require a lot more explanation than a :30 spot. Frankly, a sentence or even the three words - adopt a keg - give you a pretty good sense. As the restaurant and bar industry adjusts to all the obvious challenges, it’s also facing the cold reality of a million kegs going stale, as further explained this week in the Wall Street Journal.

Against this backdrop, Carlsberg’s initiative makes tons of sense. It’s a great way to keep the brand top-of-mind while supporting the bar industry upon which it greatly relies. The mechanics of the effort require and encourage consumption and engagement (although, at times, it sounds a tad complicated). The tone also strikes the right balance of humor and humility with an idea most folks are likely quick to get behind right about now. Besides, who doesn’t like the notion of striding back into their favorite bar and, literally, having a keg “with their name on it?”

A virtual toast to this effort. Here’s to getting back to pints with friends - however and wherever we can make it happen.