On March 23rd Carlsberg revealed its A pop-up bar in London made entirely from chocolate. The pop-up, entitled If Carlsberg Did Chocolate Bars, appeared as a giant bar of chocolate affixed to the wall of the Truman Brewery in Shoreditch in the morning.
At midday Carlsberg unwrapped the foil on the front of the bar to unveil a fully functioning, three-metre-deep pop-up bar, which was commissioned ahead of the Easter bank holiday weekend.
The bar, measuring five metres wide by two metres high, contained intricate chocolate features that you’d expect to see in a traditional British pub.
Highlights included a handcrafted chocolate dartboard, carefully constructed chocolate bar stools and a bespoke chocolate television screen, showcasing one of England’s greatest World Cup moments.
Members of the public were invited to help themselves to a complimentary half-pint of ice-cold Carlsberg, served in a bespoke Carlsberg-engraved milk chocolate glass.
Dharmesh Rana, senior brand manager at Carlsberg UK, said: “Easter is a big beer-drinking occasion for our consumers and this year, we wanted to do something a bit different. We knew that the British public love beer and chocolate, so we’re delighted to bring them together to create probably the best bar there could be.
“We pride ourselves on turning the ordinary into the extraordinary, and by creating a world-first chocolate bar, we feel that we’ve done just that.”
Chocolate sculptor and food artist Prudence Staite, whose work includes a life size replica of Winston Churchill made entirely out of bread, worked with the brand to design the bar, with production taking a total of three months. In total, nearly half a tonne of chocolate was required to construct the bar.
The idea was thought up by agency Fold7, with Blackjack Promotions and Talon Outdoor handling the physical build of the bar. Media agency OMD were responsible for paid media, The Marketing Store handled social media engagement and Clifford French were responsible for all earned media output.
If Carlsberg Did Chocolate Bars is the latest in the If Carlsberg Did series and follows on from a beer-dispensing poster last year and a pimped-out shopping trolley which appeared in ASDA Clapham Junction in January.