Carlsberg tries to ‘unbottle’ bashful Swedes

Carlsberg beer and ad agency Akestam Holst are going social in Sweden with their “Unbottle Yourself” mobile app, inviting the nation to let its collective blond hair down and loosen up a little. Weird, I’d always considered Sweden a swingin’ sexy socialist paradise. Wasn’t there a song called “Sweden Swings (Like a Pendulum Do)”? Kidding. I know that was Norway. The Carlsberg contest asserts that Swedes are “the most reserved people on the planet,” and since there’s no way an alcoholic beverage would ever exaggerate in its advertising, I guess that must be true. To win a grand-prize party trip to Hong Kong, Swedes must accomplish various “missions.” These include: skipping down the street for at least one block; wearing a helmet at the gym; washing the windshield of a stranger’s car; pretending to be a tour guide on a bus; and placing water bottles on the floor and racing between them like a ski pro. Sounds like a typical day for the AdFreak staff, except we do most of that stuff naked. My favorite Carlsberg mission is speaking with a slight German accent the whole day. It really does stipulate “slight.” Vell, that’s probably vise. The Swedes may be shy, but those Germans can’t take a joke.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.