a carlsberg collaboration
kronenbourg 1664 blanc
Sometimes the best things happen when you least expect them. While attending a mind-numbingly boring event full of bloggers wanting free stuff and wondering what the hell I was doing there, I received a surprise call from Carlsberg asking me if I would be interested in creating a fragrance for the regional launch of a new beer called Kronenbourg 1664 Blanc...
I met with their marketing manager and media agency who were very excited about working with me as they loved my work and thought I had done some really cool stuff.
The project was fresh and exciting; to create a free gift fragrance as part of their extensive promotional campaign. They’d done giveaways before but never a perfume, and I was beyond thrilled that they had asked me to do it!
They briefed me about the fragrance they wanted — a light citrus to reflect the bouquet of zest and sunny florals in the beer. I came up with samples in record time, one of which was almost perfect, so I pulled out all the stops and refined it to create a fragrance I was proud of and that Carlsberg loved.
The devil was in the detail as 500 tiny bottles needed to be dyed to the exact blue hue of the beer bottle and have miniature labels with tiny yet legible text using the red, blue and white colours they requested. Quite a challenge!
Carlsberg were delighted with the perfume and the finished product. I was invited to the launch and asked to host a mini masterclass to demonstrate what oils were present in the perfume and how they echoed the fragrant body of the beer.
Guests were amazed that when they inhaled the scent of the perfume it really made the citrus and floral aspects in the beer stand out. It’s one of my proudest moments yet to have worked with such a tremendous global brand.
Our sense of smell is 15% more powerful than our sense of sight when it comes to recalling memories, so having an Identiscent for your company ensures that customers will instantly remember your brand.