Carlsberg created a full-page print advert that could be folded up to create a bottle opener for their beer.

A print advertisement by Duval Guillaume for Carlsberg in Belgium encouraged readers to use it as a bottle opener for their beer. The full-page ad entitled “Probably the best ad in the world” could be torn out, folded, and used to open a bottle of Carlsberg. This innovative concept tied a useful function to branding, encouraging interaction and engagement. You can check out how it works in the video below:

Duval Guillaume

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in