As many other brands do globally, Carlsberg is shifting their marketing investment, from traditional media to digital and social media channels. They are delivering brand communications where they appear in unexpected contexts. Or as they explain, they want to be present in the right contexts! Carlsberg recently launched a quite unexpected product. Together with the Danish beauty brand Urtegaarden they created Beer Beauty, a range of beauthy products based on beer from Carlsberg. The range includes shampoo, conditioner and body lotion, each product contains at least 0.5 liters of beer. This time it was the ad agency CP + B was behind. It was a way to talk about that beer contains natural ingredients and has many great properties. It gives new energy to the brand and multi-media wrote about the launch around the world. Via Resumé.