Not an Easter egg but something a bit greater. At 12pm today Carlsberg unwrapped a three-metre-deep pop-up bar, which was specially commissioned ahead of the Easter bank holiday weekend.
Attached to the exterior wall of The Old Truman Brewery in London, the biggest chocolate tavern ever built will keep open till 5pm in the afternoon.
If Carlsberg Did Chocolate Bars is the latest in the “If Carlsberg did…#ProbablyThe Best” series and follows on from a beer-dispensing poster last year and a tech-automobile shopping trolley with cooling shopping basket and Carlsberg oriented GPS which appeared in ASDA Clapham Junction in January.
Chocolate sculptor and food artist Prudence Staite, whose work includes a life size replica of Winston Churchill made entirely out of bread, worked with the brand to design the bar, with production taking a total of three months.
In total, nearly half a tonne of chocolate was required to construct the bar, and, naturally, it was entirely edible.
The five metres wide by two metres high bar contains elaborated chocolate features that anyone would expect to see in a traditional British pub.
Highlights included a handcrafted chocolate dartboard, carefully constructed chocolate bar stools and a bespoke chocolate television screen, showcasing one of England’s greatest World Cup moments.
Some people were invited to help themselves to a complimentary half-pint of ice-cold Carlsberg, served in a bespoke Carlsberg-engraved milk chocolate glass at the unwrapping.
Dharmesh Rana, Senior Brand Manager at Carlsberg UK, said: “Easter is a big beer-drinking occasion for our consumers and this year, we wanted to do something a bit different. We knew that the British public love beer and chocolate, so we’re delighted to bring them together to create probably the best bar there could be.
“We pride ourselves on turning the ordinary into the extraordinary, and by creating a world-first chocolate bar, we feel that we’ve done just that.”
Image over the headline.- If Carlsberg did chocolate bars…The Carlsberg bar made entirely out of chocolate before unwrapping this same morning. © Carlsberg
Related external links:
If Carlsberg did posters…(You Tube viral on the outdoor-guerrilla action)
If Carlsberg did shopping trollies…(You Tube viral on the outdoor-guerrilla action)
If Carlsberg did shopping trollies…making of (viral)
