Harboe is Denmark’s third-largest brewery, dating back to 1883. Since day one, they have been passionate about making quality beer available at a fair price. However, in all that time, they have never advertised - until now. Our task was to infuse quality into a price-sensitive beer brand. We found the creative solution in the Harboe name itself and invented a cool and mythical character: “Bo,” who always “has beer.” In Danish, “Does Bo have beer?” translates to “Har Bo øl?” - which sounds exactly like Harboe øl. If you don’t read Danish, then just trust us - it’s funny :)
RESULTS
Market share grew by +4.9 percentage points, making Harboe Denmark’s second best-selling beer brand
+46% growth in revenue.
Trust: +38% more people say “a brand I trust”.
Unaided awareness: +25% rolling year (baseline 16.8% in 2023).
Reach: 74% of the target group (35-49 years), above KPI (70%).
Volume: 6.5 million extra liters sold.
Penetration: increased from 13% → 16% (+23%).
Ad liking: 74% in May-July 2024; the group that “loved” the ad was 267% above Kantar benchmark.
Even without talking about price or discounts, Harboe ended up lifting revenue by +46%.
