Ad of The Week: If Carlsberg did chocolate bars..

From making "Probably the best poster in the world" last year, earlier this week Carlsberg tried their hand at producing the best chocolate bar in the world - A watering hole made entirely out of chocolate.

With Easter looming, Carlsberg and ad agency Fold7 wanted to capitalise on the nation's lust for everything and anything chocolate. 

Built in Shoreditch outside the Old Truman Brewery on Wednesday morning, the edible bar was originally disguised as a billboard in the shape of giant chocolate bar (the corner shop kind). But at 12pm Carlsberg unwrapped the foil to reveal a bar measuring five meters wide, three meters high and two meters deep.

Made from nearly half a tonne of chocolate, the feature included a traditional bar, bar stools and a fake TV showcasing one of England’s greatest World Cup moments, all made out of chocolate. 

Until last orders at 5pm, patrons could enjoy a half pint of Carlsberg from a special chocolate glass, and of course, take a heap loads of selfies!

While most companies just included easter eggs or bunnies in their marcoms, this stunt certainly helped Carlsberg's easter campaign stand out from the crowd. 

With experiential events, there is always the fear that they will not be experiential enough. Too many companies view it as just another touch point and believe it is enough to be seen giving free samples out to the public. Thank goodness Carlsberg don't.

As part of Carlsberg's ongoing "If Carlsberg Did" campaign, this stunt continues to show that the beer company is a master in the art of PR. But admittedly, after previously having a beer-dispensing Christmas tree and billboard on separate occasions, I thought the brewer had run out of tricks. Well, I guess I couldn't have been more wrong. 

However, I do think it would have been better placed near Farringdon station...but that could just be because I work near there, who knows ;). In any case, I think Dharmesh Rana, the senior brand manager at Carlsberg UK, accurately surmised the event by saying:

"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."