Free Feels Good is an integrated portfolio approach to growing the AFB sub-category.​ It leverages Carlsberg Group’s position in local markets, by creating a distinctive umbrella program for portfolio activations, which will drive emotional engagement and penetration in the sub-category. 

With Haines McGregor we developed the Program Toolkit including the brand identity, strategic principles and the guide for launch, which was later rolled out into local activations.

We worked in collaboration with agency Live and Breathe, who developed the shopper strategy and activations.

Tasks & Role: Leading Design & Creative Development, Brand Strategy.