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Carlsberg's 'Breathalyzela' Only Works if You Drink Responsibly

Crispin Porter + Bogusky Copenhagen, 2 months, 3 weeks ago

CP+B Copenhagen launches re-engineered vuvuzela for the UEFA Euros

Carlsberg's 'Breathalyzela' Only Works if You Drink Responsibly

Banned or not, the Vuvuzela has become an icon of football fandom. Now for the UEFA Euro, Carlsberg is bringing back the somewhat irritating horn for a good cause. To help fans celebrate responsibly, Carlsberg has invented the “Breathalyzela” – a re-engineered vuvuzela that will only play its notorious tune if the user’s alcohol level is below the binge drinking limit. 

Created in conjunction with CP+B Copenhagen, the Breathalyzela is an engaging way to show that if you’ve had one too many, it becomes harder to support your team when it really matters. And in order to start a dialogue around responsible drinking, Carlsberg shipped the Breathalyzela to France to be used in the Euro Fanzones.


Creative Agency

Creative Director: Kristoffer Gandsager, Mattias Berg

Copywriter: Niklas Moberg, Gustav Johansson

Art Director: Kris Bengtsson

Designer: Martin Klein Sorensen

Creative Agency: CP+B Copenhagen

Strategy Director: Mathias Birkvad

Project Manager: Sofia Brockenhuus-Schack

Senior Art Director: Mark Rif Torbensen, Cathrine Understrup

Production Company

Production Company: Nobody Film

Producer: Niels Kau

Directors: Dalibor Sandic

Category: Alcoholic drinks , Beers

Genre: Creative technology