There is a way to say "cheers" in almost every language. That helps to explain the thinking behind a new marketing campaign for Carlsberg in the USA, which is targeting a more worldly class of beer drinkers.
Carlsberg USA plans to drop faux passports in cabs, bars and libraries - among other places - in major cities, including New York.
With a textured green cover and true-to-life dimensions, the fakes are bound to fool some people until they look inside, where they are invited to "Drink with a world of friends."
The passports also explain how to say, "May I please have a Carlsberg beer," in languages from French to Romanian — as well as how to make drinking buddies in other countries.
The campaign, created by New York-based ad agency Cossette Post, is part of a new nationwide promotion campaign in the USA where Carlsberg has yet to make major inroads.
"The goal is not to do a mass market assault but to smartly grow Carlsberg into a meaningful player in the premium beer market," said Lance Smith, president of Cossette.
The guerrilla marketing campaign, which begins next week, will be followed by a national TV campaign.