If Carlsberg made chocolate bars, what kind of a bar would it be?  

… Some lucky Blackjack brand ambassadors had the chance to find out when we worked on an amazing pop-up event for one-day only at London’s Truman Brewery during Easter 2016.

The answer was a giant edible experiential pub, with a bar, walls, dartboard and fully functioning beer pump all made out of chocolate. It didn’t stop there – passers-by could enjoy a Carlsberg in a chocolate ‘glass’ or sample a chocolate bottles of Carlsberg sitting in a chocolate ice bucket with chocolate ice cubes while playing darts with chocolate arrows…

Constructed from around 500 kilograms of best Belgian chocolate – gourmet culinary grade Callebaut brand on a wooden frame – the bar was built on a 48 sheet poster site, measuring six metres wide by three metres high, outside the historic brewery site.

The whole stunt took five months from concept to delivery, including two months on the pre-build, with input from a team including ad agency Fold7 (which dreamt up the original idea), The Marketing Store handling social, Clifford French handling earned media, stand builders Scene2, media agency OMD and Talon Outdoor, as well as our very own Blackjack ambassadors.

The attention to detail was amazing, including over 12 metres of chocolate skirting board, 15 metres of dado rails, wall panelling, not to mention the bar tops themselves – or the chocolate paintings of the Carlsberg founders on the walls!

Then there were beer mats and bar runners complete with Carlsberg logo written in white chocolate, beer bottles, bottle tops, 140 hop leaves for the chocolate wall paper, picture frames, dado rails, skirting boards, framing.

All in all, an astonishing amount of work – and a great project to get our teeth into (pun intended)!

Dharmesh Rana, Senior Brand Manager at Carlsberg UK, said when the activation launched: “We pride ourselves on turning the ordinary into the extraordinary, and by creating a world-first chocolate bar, we feel that we’ve done just that.”

We second that – and it was a privilege to be able to help. Our three brand ambassadors did a great job organising the crowd of hundreds of eager beer and chocolate lovers as they queued up for their chance to sample the latest Carlsberg stunt.

Members of the public were able to step inside the bar and help themselves to a pint of Carlsberg served in a chocolate glass.

The activity was the latest in the long-running ‘If Carlsberg did…’ series, which has also included supermarkets, with a pimped-up shopping trolley complete with go kart engine and sat nav, fitting rooms, with a ‘man cave’ complete with beer dispensers and head massages available for men waiting while their wives and girlfriends try on clothes, and airport baggage carousels, with crates of beer turning up for waiting passengers.

The earned media for the campaign was incredible, having been picked up in a range of consumer and trade publications, including Ad Week, Campaign, Event Magazine, The Mirror, Marketing Week, The Drum and many more… Plus it was ‘liked’ and congratulated by numerous agencies across creative, media, specialist, PR and experiential sectors.

If Carlsberg actually did make chocolate bars, I’d have to say they definitely would be the best in the world, based on our experience with this one.

Key Stats:

– 500kg of chocolate used

– 350 chocolate glasses, plus 8 beer mats

– 19 beer bottles

– 4 ‘people’ weeks to build

– 200m of timber used

– Approx. 25 square metres of print

– Installation time: 12 hours