New integrated campaign is part of Brooklyn’s ‘Brewing for Impact’ initiative aiming to spotlight the ancient, drought-resistant grain fonio
Carlsberg has teamed up with Brooklyn Brewery to launch an integrated campaign surrounding a world first 100% fonio beer, made without the use of any barley or bittering hops. The beer, brewed in the Carlsberg Research Laboratory, has been created as part of Brooklyn Brewery’s ‘Brewing for Impact’ campaign.
‘Brewing for Impact’ was launched by Brooklyn Brewmaster, Garrett Oliver, to celebrate 30 years with Brooklyn Brewery. Its aim is to spotlight the ancient West African grain fonio and its untapped brewing potential and ability to drive positive change in the industry. Seven other breweries from across the globe are taking part.
The beer will be available in limited quantities through Home of Carlsberg e-comm from August. The brew (7.5% ABV) is clean, with soft aromas of apricots, white peaches, and melon with an underlying sweetness and lingering bitterness giving a vibrant and delicate finish.
To celebrate the West African origins of the grain, Carlsberg and brand design agency Taxi Studio worked with artist Kevin Bongang to devise the bottle’s striking label. Bongang is a commercial muralist, designer and painter who was born in Cameroon. The Fonio label features his vibrant signature style, awash in bold fun colours, swirling lines and whimsical imagery. The ‘hop’ leaf has also been given a new colourful look, as it continues as a distinctive brand icon that runs consistently across all touchpoints, driving recognition in addition to Carlsberg’s iconic green.
Bringing this to life further, Carlsberg and Brooklyn Brewery have developed a brand film that will sit across social and online, highlighting fonio and the creation of the new brew. The long form video, featuring Garrett Oliver, as well as Zoran Gojkovic, Carlsberg Brewmaster, and Lynsey Woods, Global Brand Director at Carlsberg, showcases the innovation and curiosity behind the project as well as the creation of the Danish brewer’s world-first beer.
The videos were directed by Improper Agency. Accompanying the main brand film will be a series of shorts for social as well as key visuals and a series of still imagery.
Lynsey Woods, Global Brand Director at Carlsberg, said: “Curiosity is intrinsic to our values at Carlsberg, with the belief that we can push the boundaries of progress if we all embrace a little curiosity. When Brooklyn Brewery approached us with this brilliant initiative and opportunity to create something truly unique, using a grain that has untapped potential, we couldn’t wait to get innovating.
“We’re thrilled to have created a world-first beer in the Research Laboratory and hope it’s just the start of people around the world realising and spotlighting the potential of these alternative grains in the brewing industry.”
To launch Fonio to the public, Carlsberg has teamed up with MICHELIN star restaurant Chishuru, London, to create a five-course menu showcasing its impressive pairing capabilities. Tickets for the event, on 6th August, are available at www.chishuru.com/fonio.
Source: Taxi Studio
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