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99,000 Bottles of Beer on the Board?

Carlsberg bottles up a new billboard campaign.

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Denmark-based brewer Carlsberg is promoting the brand’s new green bottle by attaching hundreds of them to billboards in Brussels and Antwerp, Belgium, according to USA Today. The bottles, which spell out Carlsberg in script, were attached to a plastic form on the billboard with metal thread because adhesive had failed a previous test. Matthieu DeWinter, account director for Carlsberg’s Antwerp-based ad agency Duval Guillaume, said the glue melted under the lights.

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