Table of Triumph – a successful setting

Given that curiosity and creativity are at the core of the Carlsberg brand, we sought a partnership that resonated with these values while also bringing something fresh – something local, intimate, and with a predominantly female audience – fostering meaningful strategic synergies.

Together with the Swedish home textile brand Midnatt, we designed an exclusive collection, Table of Triumph, inspired by the drama and fun of a game night. Showcasing organic and stylish tablecloths embroidered with Carlsberg’s “hope leaf” alongside beer coasters with whimsical patterns, this collection seamlessly merged both brand spheres. Table of Triumph was available exclusively on Midnatt.se for a limited time.

By strategically launching just before the holidays and complementing it with targeted PR initiatives and engaging social media activations—including influencer partnerships and a seeding campaign—the stage was set for success. The campaign was also met with a positive response from Carlsberg’s own community on social media.

PR
With a total reach of 1,147,800 impressions and an ad value of 244,200 SEK, it’s safe to say this collaboration was an eye-catcher. It was featured on high-profile platforms such as Vogue Scandinavia, Svenska Dagbladet, and Trendenser.

Social media
The seeding campaign resulted in all influencers creating content around the collection. Additionally, 65 people entered our Instagram contest, and engagement rates and reach on the Carlsberg account were higher than usual throughout the campaign period. The campaign was also well received by Carlsberg’s own community on social media.

Sales
The Table of Triumph collection was the best-selling product line on Midnatt’s website in December.