Carlsberg, the Danish brewing brand, successfully bid for a long-term license to sell their beer and soft drinks inside the Jyske Bank Boxen Multi-Arena in Copenhagen. As part of the negotiated contract, Carlsberg were allowed to use the wall area behind their constructed bars, to promote their brands during the license period.
The Carlsberg brand and marketing team, who had previously worked with 3M Display & Graphics Division, not only in Denmark, but also on big events and sponsorships elsewhere in the world, commenced a creative process of how best they could utilise the wall area to not only drive sales revenue, but engage with the consumer to drive brand loyalty.
Thinking big, they sampled and trialled a new self-adhesive printable graphic material from 3M – 3M ™ Textured Wall - which could be applied easily to rough concrete wall surfaces (and remove later). Finally, 3M, working with local technically approved printers and applicators installed a massive 'Tuborg' mural along the full length of the brand space.
The Carlsberg team were happy with the design, print resolution quality and the installation process, and are working on an ongoing basis with 3M on further innovative branding solutions.