We were to make the easter ale launch day (P-dag) as popular as the widely celebrated christmas brew launch day (J-dag).
Facebook, video production, events.
The task was to reposition ”P-Dag” (the national launch day of ”Kylle Kylle”) as a day of great fun and celebration in the minds of consumers.
Carlsberg Denmark wanted the Danes to reconnect with ”Kylle Kylle” (Tuborg’s Easter Ale, in Danish “Tuborg Påskebryg”), re-establishing ”Kylle Kylle” as the all time-preferred beer throughout Easter and an essential item at every Easter Lunch.
“Kylle Kylle” is an ale known, enjoyed and loved by many. Being part of the Tuborg-family, “Kylle Kylle” enjoys a status as the “ale of the people”, and therefore has a huge fan base all across Denmark. The character of “Kylle” came to life in a three-episode web series entitled “Kylles Comeback”. Through the sitcom-style episodes we followed Kylle from feathered failure to public relations Big Bird.
Wonderland curated, as well as created most of, the content for the Facebook page, establishing the foundations for true fan engagement. By engaging the fans on Facebook, we made the Danes reconnect with “Kylle Kylle” – making sure that neither “Kylle” nor “P-Dag” was forgotten.