Carlsberg: Car-z-berg AI

Carlsberg is a global beer trying to make an impact in Vietnam. But there’s just one little problem. The name is almost impossible to say.

So before jumping into a large brand campaign and telling Vietnam what Carlsberg stands for, first they need to introduce themselves.

Working with local experts, we created a localized phonetic of the brand and trained an AI to recognize this pronunciation using inputs from hundreds of recorded locals. We brought the localized brand to life with a giant popup beer-tap/billboard and a microsite that rewards users with free beer when prompted with the name.

Turning the problem into an opportunity, adapting the brand to the local market instead of expecting the market to adapt to the brand.

Unfortunately the campaign was more successful than we anticipated, and the website was overloaded with traffic, running out of vouchers overnight.