In the first-of-its-kind exercise, Carlsberg is calling 16,000 volunteers to be a part of its journey to marketplace through a campaign called "Probably the best research in the world". It will engage the audience and help them track the journey of Carlsberg beer from the brewery to the beer glass.
Carlsberg Malaysia brews more than 200,000 litres of Carlsberg beer and sends them nationwide on a daily basis. This translates to at least 750,000 bottles transported by 16 x 40-footer trucks in a day. Hence, Carlsberg decided that instead of appointing a research agency to conduct this research, the brand would rather engage its loyal drinkers to embark on this research journey.
Beer research volunteers would need to sample a bottled Carlsberg or Carlsberg Smooth Draught and seek out the bottle cap with a specific printed production code containing information on the bottle’s production details. The specific production code on the bottle cap indicates the actual production batch of the beer and gives an estimate of time delivery duration.
On finding the specific bottle cap, the volunteer is required to submit it back to the company and complete a survey form. The winning volunteer will be rewarded with a carton (24 cans x 320ml) of Carlsberg or Carlsberg Smooth Draught.