Carlsberg stunts with bikers in cinema

To reinforce the new baseline ‘That Calls for a Carlsberg’ Duval Guillaume Modem proposed an original experiment. In Belgian cinemas some innocent couples were confronted with a theatre filled with not-so-friendly gentlemen and only 2 seats left… How will they react? The result of this experiment can be seen in Kinepolis and online via YouTube.


In the beginning of this year, Carlsberg launched a new global positioning and baseline ‘That Calls for a Carlsberg’. Carlsberg is a well-known brand, but people didn’t necessarily know what the brand stands for. With this global positioning Carlsberg wants to add essence to the brand and tell the Carlsberg story, so every market understands that Carlsberg beer stands for tradition, quality, a great taste … and making the right choices.