Carlsberg's beer tap billboard — 'Probably the best poster in the world'

Carlsberg UK revived its iconic 'Probably the best beer in the world' line through the 'If Carlsberg did…' property and wanted to prove ambition through actions, not just TV, starting with a poster.

Make the slogan literally true: embed a working beer tap in a poster, so 'the best poster in the world' actually serves beer.

Fold7 and design company Mission Media built a 3x12-metre billboard at London's Old Truman Brewery on Brick Lane, embedding a Carlsberg tap and a stack of glasses; staff checked ages while visitors poured themselves one free half-pint.

The world's first beer-dispensing billboard drew global press and social buzz, was praised by Adweek as standout OOH creativity, and became the first of a year-long series of 'If Carlsberg did…' stunts.

In April 2015, Carlsberg UK revived its legendary 'Probably the best beer in the world' line through the 'If Carlsberg did…' property and asked agency Fold7 to demonstrate the brand's ambition rather than just claim it.

Fold7 and Mission Media built a 3x12-metre billboard at the Old Truman Brewery on Brick Lane with an embedded Carlsberg tap and a stack of glasses. For one day, passers-by could pour themselves a single free half-pint while staff monitored age and consumption.

The headline — 'Probably the best poster in the world' — made the stunt self-proving. It became the first of a year-long series of 'If Carlsberg did…' stunts designed to show the brand thinking differently beyond TV.

The poster made the slogan testable: it literally served the beer it promised.

The surprise of a tap inside a billboard created shareable, in-person moments.

It converted an iconic line into proof of 'actions over ads' for the relaunched beer.

As the first stunt of the year, it set the bar for everything that followed.

A slogan becomes proof when you make it physically true: letting people pour a pint from the poster turns a claim into an experience worth sharing.

The stunt was covered by trade and consumer press worldwide and repeatedly cited among 2015's standout outdoor work. It anchored the year-long 'If Carlsberg did…' series across social, OOH and digital during the UK relaunch of Carlsberg's rebrewed Danish Pilsner.