Carlsberg is to auction off 30 uniquely-shaped bottles of its Tuborg brand as part of an activation with the Danish Muscular Dystrophy Foundation.
The collection has been put up for auction on the Bruun Rasmussen website with an estimate of DKK5,000 (US$764) per bottle. The sale forms part of Carlsberg and Muskelsvindfonden’s joint ‘Shaped to Make a Difference’ campaign, which aims to “improve accessibility for people with disabilities at smaller live music venues across Denmark”.
Carlsberg has released a 35-second advert (below) ahead of the auction, which concludes on 12 July. At that point, venues will be able to apply for funding for accessibility infrastructure including wheelchair ramps, stairlifts and disabled toilets. Details of how to apply are yet to be announced.
Tuborg has partnered with Muskelsvindfonden since 1982, and the beer brand is the sponsor of an annual touring music festival in Denmark called Grøn Concert – which will run from 16-26 July this year.
“The 30 unique Tuborg Grøn bottles tell a story about diversity while also helping raise funds to improve accessibility for people with disabilities at live music venues,” said Tuborg’s sponsorship director, Christopher Bak Billing. “Grøn is about community and about making sure everyone can take part.
“That is why this year we have launched a new, dedicated initiative to improve access to music experiences – even after the Grøn Concert tour has ended.”
In June, Carlsberg added three Asian markets to a recently launched marketing activation for Tuborg. China, Myanmar and Vietnam are the targets for ‘You Don’t Have To’, the campaign for the international lager brand that debuted – with Gen Z consumers in mind – earlier this year.
