1664 x Messyweekend Physical products meet digital ownership

"We see it as a unique opportunity to link fashion and art with the emerging Blockchain technology, thereby expanding the framework for what a beer brand can do."

— Amanda Lunding, Brand Manager, Premium Beer, Carlsberg Denmark

The Concept

The collaboration '1664 x MW Collab with a Twist' consisted of two limited edition sunglasses models, Bille and Downey, in the iconic Kronenbourg blue color. Each model was produced in only 300 numbered units.

Something special: 80 of the sunglasses contained a "golden ticket": a unique NFT that gave the owner a digital token as proof of ownership, two physical surprise drops during 2022, and discounts on future MESSYWEEKEND purchases.

The Challenge

Carlsberg and MESSYWEEKEND had the vision but lacked the technical expertise to create and distribute 80 unique NFTs, link physical product with digital token, and ensure a user-friendly experience for customers without crypto experience.

The Solution

We built an end-to-end solution that generated 80 unique NFTs with accompanying artwork. We developed a claim flow that made it easy for buyers to receive their NFT and ensured verifiable ownership on the blockchain.

The solution was launched at a retail event in Copenhagen and followed up with a summer tour around Denmark.

Results

Testing new channel: First time Carlsberg Denmark used NFTs in a campaign.

Brand storytelling: Extended narrative from physical product to digital experience.

Measurable interest: Data on engagement with digital assets.