Billboard has real beer tap to serve half pints

If Carlsberg did posters, they would probably be 3D, interactive and offer its famous eponymous beer to passers-by from a built-in beer tap.

That ‘if’ was a reality after Carlsberg UK unveiled a 3D, three-metre by 12-metre billboard, complete with a beer tap – bringing to life its famous ‘Probably’ campaign for benefit of workers and shoppers in a bustling part of east London. The national beer and beverage company commissioned the interactive poster at the Truman Brewery, on the edge of London’s Spitalfields Market, with members of the public able to pour themselves a half-pint of beer from an embedded Carlsberg tap.


David Scott, director of brands and insight at Carlsberg UK, says: “There was a real buzz around the billboard, from spectators, to those enjoying a beer in the sunshine.  It’s a big year for Carlsberg and we have bold investment plans for the brand. The interactive billboard is a world-first and truly brings to life the return of the 'If Carlsberg did’ campaign, enabling people to participate in this iconic advertising slogan.”

Carlsberg UK’s staff were on hand throughout the day, to monitor activity and ensure that consumers were drinking responsibly, and to safeguard under-18s.

Earlier this year, the brewer reintroduced the ‘If Carlsberg did’ campaign with the launch of a new TV advertisement that brought to life ‘Probably’ the best supermarket in the world, as part of a £12m media spend behind the brand in 2015. A further two executions of ‘If Carlsberg did…’ are planned for later in the year, in addition to a wider advertising push across radio and out of home and sponsorships, resulting in over 40 weeks of advertising for the brand this year.

27 April 2015 - Felicity Murray The Drinks Report, editor