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 For this audience, beer was not necessarily part of the curated lifestyle, hosting and home-dining world they engaged with socially, even though the product naturally belongs in moments of togetherness. 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 in the lead-up to Christmas. Results The campaign generated 1,147,800 impressions and an ad value of 244,200 SEK. The collaboration 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.