Event TV: Carlsberg surprises shoppers with customised trolley stunt

Carlsberg unveiled its new customised trolley creation via a stunt within Asda's Clapham Junction store on Tuesday (26 January).

The motorised trolley made its way around Asda's Clapham Junction store
The motorised trolley made its way around Asda's Clapham Junction store

The brand positioned a series of hidden cameras within the space, to capture the reactions of customers as the motorised vehicle made its way around the store.

Carlsberg teamed up with car customising company Yiannimize to create the branded trolley, which features an electric engine, beer cooling system, dashboard with in-built digital screen, satellite navigation, leather racing seat and alloy wheels. 

The brand opted to create the mode of transport in response to key male shopping gripes, which include struggling to find the right food aisle and attempting to steer a trolley with wonky wheels, as well as having to purchase warm crates of beer. 

Ad agency Fold7 is behind the trolley idea, meanwhile Clifford French was responsible for its production and PR. 

Dharmesh Rana, senior brand manager, Carlsberg UK, said: "This is the latest in our line of If Carlsberg Did experiences, and we wanted to use the supermarket insight we receive from our consumers to create a trolley like no other.

"Shopping for groceries isn't always the most exciting thing to do, so we wanted to add a little If Carlsberg Did magic to the process. Ultimately it’s about making the experience of purchasing our products more enjoyable for our customers."

Yianni Charalambous, director at Yiannimize Ltd, added: "We’re used to working with high-end, premium car manufacturers, so when Carlsberg approached us we were naturally very excited – it’s one of the most challenging briefs we’ve ever had. We’re confident we’ve delivered probably the best trolley in the world."

Carlsberg erected a beer dispensing Christmas tree on London's South Bank last December, to wish Brits a 'hoppy' Christmas.

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