The Electric Beer is a limited-edition collaboration between Einride and Carlsberg, celebrating Carlsberg’s transition to electric road freight in Sweden. Transported entirely by electric trucks, the can goes beyond being just a regular beer — it has the power to educate consumers, decision-makers, and brands about electric road freight: a smart, emission-free, and more efficient alternative to diesel.
CLIENT
Einride offers a cutting-edge transportation system that moves your goods from A to B faster, smarter, and cleaner than ever. Whatever you need to transport, it's all-electric. The platform includes both digital and physical products, such as electric vehicles, autonomous electric vehicles, charging stations, and an integrated software that optimizes every aspect of the journey to enhance productivity while reducing emissions.
INSIGHT
Einride’s offering of an integrated platform can be hard to explain, but it’s exactly what’s needed to revolutionize the road freight industry. So we needed a simple, tangible way to show the benefits of Einride’s products – something people could easily relate to and that would let them experience the smartness firsthand. So we decided to put a complex system on tap – and serve it ice cold.
IDEA / INNOVATION
We launched Electric Beer–a limited-edition cold one, transported 100% electric. By scanning the QR code on the can, people unlocked the full transportation journey and the technology behind it, making the benefits of electric transport visible and easy to understand. Promoting both Einride's smart road freight solutions and highlighting Carlsberg Sweden's (Einride's client) journey to a more sustainable way of transporting their goods. By scanning the beer's QR code – each can became an educational tool, revealing how routes, charging, and emissions where optimized by einrides technology – proving a better option is already here and available today. Did we create the best-transported beer in the world? Probably.
A STRATEGIC MOVE
The Electric Beer project is part of a larger strategy centered on Partner Activations — born out of identifying pain points and turning them into opportunities.
Einride’s offering is quite complex: Electric trucks with drivers, Autonomous driverless trucks, Charging infrastructure with custom-built stations, and software that connects it all. It’s a lot to visualize in a single image. And because we mostly communicate through our own channels, such as LinkedIn and Instagram, Einride often ended up sharing a simple picture of a truck—leading people to naturally assume they were a truck company. But that’s far from the truth. Einride owns the entire transportation journey.
PARTNER ACTIVATIONS
Einride are a tech company, and needed to make sure they positioned ourselves as one and changed that perception.
The second challenge was communicating that they are operational. Even though Einride are a startup, they have had both electric and autonomous trucks on the road for years, and they are fully operational.
With a calibrated budget, we still needed to reach a global mass audience. So we decided to team up with our well-known existing partners and create activations that would benefit both sides - using the power of PR and both partners channels to spread the word.
