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.
PROBLEM
While companies are going green in how they produce goods, the way those goods move hasn’t changed in over 70 years. Road freight still relies heavily on diesel trucks. With transportation responsible for 8% of global CO₂ emissions, it’s time to rethink the system.Almost everything you see around you came on a truck. Einride is reinventing the way goods are transported – using electric trucks, Autonomous trucks and a cutting-edge transportation platform that moves cargo from A to B, faster, smarter, and cleaner.Together with one of Einride’s clients, Carlsberg in Sweden, we set out to drive awareness around their switch to an electric fleet of trucks and to inspire other brands to follow.
IDEA / INNOVATION
To mark this commitment, Einride and Carlsberg launched Electric Beer, a limited-edition cold one. Transported 100% electric. By scanning the beer you unlocked the entire transportation journey and the technology behind it. The first of its kind to make the journey visible, making it easier for companies and consumers to understand the benefits of electric transport. Each beer can became an educational tool, bringing transparency to every mile and offering a glimpse of the future in motion. It demonstrated how routes are planned to perfection, how charging plays a key role in keeping energy use efficient, and displayed emissions in black and white for all to see. Demonstrating a better option is available now. Did we create the best transported beer in the world? Probably..
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 kept running into people who didn’t fully understand Einride’s offering, since it’s 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 social media, we often ended up sharing a simple picture of a truck—leading people to naturally assume we were just a trucking company. But that’s far from the truth. We own the entire transportation journey.
We are a tech company, and we needed to make sure we positioned ourselves as one and changed that perception.
The second challenge was communicating that we are operational. Even though we are a startup, we’ve 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 SOME channels to spread the word.
