Insight:
The craft beer scene has become overwhelming, with microbreweries pushing out countless quirky brews and complex flavour profiles. For many, the simple joy of having a beer is getting lost. 

Idea:
Carlsberg set out to cut through the clutter by becoming part of it — launching a fake craft beer called Karl’s Kraft as an April Fool’s stunt. The classic Carlsberg pilsner was disguised as a trendy microbrew, wrapped in a custom thermochromic label. 

When chilled, it looked like an artisanal craft beer. But as it warmed, the label faded to reveal the original Carlsberg bottle — a playful reminder that beer doesn’t need to be complicated to be good. 

Execution:
We placed Karl’s Kraft in select bars and craft beer shops, presenting it as a new release from Carlsberg. A host offered samples and interviewed drinkers on the spot. As customers picked up bottles from the fridge, the thermochromic labels slowly faded, revealing the familiar Carlsberg branding.

Hidden cameras captured their candid reactions — from surprise to laughter — as they realised the “craft beer” was actually just Carlsberg. The experiment was turned into short-form videos, sparking online conversation and reinforcing a simple truth: beer doesn’t need to be complicated.