Carlsberg x 7-Eleven

A 12-month long splashy, immersive promotion at a 7-Eleven x Carlsberg Crossover Themed Store ensured that “Carlsberg Smooth Draught” flowed into Hong Kong without a hiccup. Located in Discovery Bay, the specially themed shop was created after Pico’s appointment to strategise a brand campaign for Carlsberg. Refreshing branded elements and colour schemes helped make the shop one of the city’s most popular selfie spots – as well as a great place for a cold drink.



Fresh Carlsberg imagery and a unique colour palette gave the shop a bright new look that compelled visitors to explore. Inside, the Pico team created a ‘Carlsberg wall’ and giant posters as a natural Instagram-ready selfie spot. Visitors who shared their photos of the wall simultaneously helped to spread the word about the brand and its new brew.

Visitors could also enjoy the Pico-designed brand new in-store ‘Carlsberg Smooth Draught - How Smooth Can You Be?’ interactive game, using their smartphones to catch the cans of Carlsberg in an ice bucket. Points were accumulated with each catch, with high scorers redeeming them for exclusive Carlsberg merchandise.


After a week of promotion, Carlsberg:

  • Received over 400 game registrants
  • Recorded over 500 games played

The themed store also helped draw a higher than usual visitor flow to Discovery Bay.