21. Free Beer to Unprejudiced Souls
Carlsberg took its advertisement to several notches higher when they decided to run in as asocial experiment.
They filled a movie theater of 150 seats with 148 heavy-looking bikers with just two seats in the middle left free. A pair of couples were then led into the theater. Most couples avoided the trek amidst the thug-like bikers but those who made it to the empty seats were given free beer. This was a message from Carlsberg to clear up that appearances don’t mean anything.