Event TV: Behind-the-scenes at Carlsberg's Movember charity event

Event spoke to Dharmesh Rana, senior brand manager at Carlsberg, about the company's Movember initiative, including its shave-off event with Ted Baker and new grooming range.

He explained the event sought to drive awareness of the annual Movember campaign and Movember Foundation charity. 

"[We wanted to] encourage as many of the Carlsberg consumers, who are mainly men, to sign up and grow a moustache for Movember, and to also drive awareness of our new products, all of which the proceeds and profits will go to the Movember charity."

Carlsberg partners with The Movember Foundation across the globe, and Rana notes the companies share a number of similarities.

"They have a business very much like ourselves. The founding principles of what we are about as a brand is all about philanthropy – it’s all about giving back," he said.

While the future of the event is not yet known, Rana noted: "If it works here then there is no reason why it wouldn’t work elsewhere."

Event attended the media shave-off event in central London last Friday (30 October), meanwhile the consumer event was held within nine Ted’s Grooming Room locations throughout the capital last Saturday (31 October). 

Those who secured a spot received a shave and complimentary beer for 99p, with all proceeds donated to The Movember Foundation.  

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