Most brands spend years trying to earn a place in culture. Carlsberg took a different approach. It looked at a cultural space it had already occupied for decades.
That thinking led to Jalan Carlsberg, an immersive brand activation created by Carlsberg Singapore, and independent creative agency The Ad Makers, winning silver in the Most Creative – Immersive Brand Activation category at the MARKies Awards Singapore 2026.
For years, Carlsberg has been a familiar sight across Singapore’s kopitiams. Long before experiential marketing became an industry buzzword, generations of Singaporeans were already encountering the brand in neighbourhood coffee shops, gathering with friends over meals, conversations, and beer.
Yet, despite this long-standing association, few consumers would consciously describe Carlsberg as a brand deeply connected to Singaporean culture.
That observation became the starting point for Jalan Carlsberg. Rather than creating an entirely new experience platform, the team asked a different question: what if the place that helped build Carlsberg’s relationship with Singaporeans became the experience itself?
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