Carlsberg x Midnatt – Campaign

Challenge Carlsberg wanted to reach a younger female audience, beyond its traditional consumer base, which has historically skewed male, aged 35–50. Insight To become relevant to this audience, Carlsberg needed to move beyond beer as a product and instead embed itself in social rituals where culture, hosting, and shared experiences play a central role. The brand’s DNA of curiosity and creativity had stronger potential in lifestyle contexts than in category-led communication. Solution We created a first-of-its-kind collaboration with Swedish home textile brand Midnatt, developing an exclusive homeware collection inspired by the drama and playfulness of game nights. The launch was executed through a social-first campaign released in the lead-up to Christmas. Results The campaign generated 1,147,800 impressions and an ad value of 244,200 SEK. The collab was picked up by high-profile publications such as Vogue Scandinavia., and the “Table of Triumph” collection became Midnatt’s best-selling product line in December. All in all: a successful (table)setting.