This brand's campaign showed that sometimes, the BEST messages are those experienced at DEPTH!

From the desk of Miles Everson:

come to “Return Driven Strategy (RDS)!”

Hello!

Welcome to today’s edition of “Gorillas of Guerrilla Marketing!”

For those of you who aren’t familiar yet, this is an unconventional strategy that is simple to appreciate, easy to execute, and sometimes, inexpensive. I am personally fond of such tactics because it reminds me that we can never run out of creative ways to market our brand or offerings.

Today, let’s talk about a powerful and impactful guerrilla marketing campaign.

Keep reading below to know how one beer brand “literally” brought depth to its marketing message.

This brand's campaign showed that sometimes, the BEST messages are those experienced at DEPTH!

Imagine plunging into a crystalline ocean…

As the sunlight dances on the waves above, you descend to find something entirely unexpected: A fully equipped bar serenely resting 20 feet below the surface .

Huh? Is this for real?

Yes, it is.

This isn’t a scene from a movie or a surreal dream; in fact, it’s an innovative guerrilla marketing campaign that captured global attention and delivered a life-saving message with unforgettable depth—LITERALLY.

A Sobering Message Against Drunk Boating

In 2022, Carlsberg, an iconic brewing company, took a bold dive into uncharted waters with its “Unexpected Depths” campaign.

The strategy targeted the dangerous relationship between alcohol and boating. Recognizing that more than half of deadly boating accidents in Sweden involved alcohol (according to the Swedish Transport Agency), Carlsberg aimed to address this alarming statistic by promoting a safer alternative: Non-alcoholic beer .

What unfolded was a masterclass in creative activism and experiential marketing.

• The Vision: Turning a Problem into an Opportunity

  For Carlsberg, the issue was clear. As a brand synonymous with beer culture, the company had a responsibility to advocate for responsible beer consumption.

  Drunk boating wasn’t just a statistic; it was also a preventable tragedy, often overshadowed by the allure of summer’s sun-soaked festivities.

  So, to make its message resonate, Carlsberg needed more than a public service announcement. The company needed a campaign that would not only turn heads but would also stay etched in people's memory.

  Enter the sunken bar…

  

  Designed in partnership with global communications agency Burson , this submerged establishment was strategically placed off a main pier at one of Sweden’s premier summer hotspots for boating enthusiasts.

  More than just a clever stunt, the sunken bar served as a visceral representation of the dangers of alcohol at sea.

  The watery grave was a stark reminder that mixing alcohol and boating could lead to unexpected depths of peril.

• The Experience: An Immersive Call to Action

  During peak season of 2022, Carlsberg invited local scuba diving organizations, key media, and the public to dive into the experience.

  Visitors suited up, descended to the underwater bar, and found a powerful yet simple solution waiting for them: Carlsberg’s non-alcoholic beer.

  

  In other words, this wasn’t just an event; it was also an activation that merged education with engagement!

  Beyond those who donned wetsuits, Carlsberg also live-streamed the event on its social channels, turning the underwater spectacle into a global conversation.

  Striking visuals of the submerged bar and its visitors became social media gold, amplified by on-brand campaign materials displayed at Swedish seaside bars.

  The message was clear: Enjoy the summer responsibly with non-alcoholic beer .

• The Impact: Ripples of Change

  Carlsberg’s daring approach didn’t just create buzz but also drove real-world change.

  In fact, the campaign achieved these astounding results:

  • USD 31 million in earned media reach
  • Over 15 million social media impressions
  • A nearly 50% decrease in drunk boating cases in Sweden in the summer of 2022, according to the Swedish Police Authority
  • A 1.6% increase in Carlsberg’s alcohol-free market share
  • Coverage from various media outlets like AdAge , The Drum , Brand News , Digital Pioneers , and more

  Beyond public safety, the initiative also bolstered Carlsberg’s brand reputation, earning record-high scores and reinforcing the company’s commitment to responsible consumption.

  Clearly, it wasn’t just about raising awareness; it was also about aligning the brand’s values with action.

  Kudos, Carlsberg and Burson for a job well done in this campaign!

  *Claps*

Carlsberg’s “Unexpected Depths” campaign is a shining example of how guerrilla marketing can transcend traditional boundaries to tackle serious issues.

By combining creativity with purpose, the brand not only brought attention to a critical safety concern but also reinforced its relevance in an increasingly health-conscious market.

What else?

The campaign’s success underscores a vital marketing lesson: The most compelling messages are often those that immerse audiences—quite literally—in an unforgettable experience .

Carlsberg proved that to make waves, sometimes you have to dive deep… and in doing so, it reminded us all that the best moments are enjoyed responsibly, whether on land or at sea.

We hope this topic inspired you to level up your marketing strategies!

Always remember : Don’t drink and boat; stay sober and float.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

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Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!

Do you want to know how a simple positive gesture generated buzz for a horror film ?

See it in next week’s article!