When you really want a drink but the conventional British way of queuing just won't do it, taking a trip to a Drinkable Billboard might just suffice. Take a look at how Coke Zero and Carlsberg took on this outdoor advertising trend.

Coke Zero Taste It

'As part of its sponsorship of the NCAA Men's Final Four competition, Coke Zero and Ogilvy & Mather installed a "drinkable billboard" that shoots soda through a massive straw into a public drinking fountain' back in April 2015. Coke Zero flew through 4,500 feet of straw to spell out "Taste It." Then the liquid traveled from the bottom of the billboard to a sampling area with six fountain spouts, where people' could taste it. * 
However this wasn't enough for Coke. They also developed drinkable ads that combined the app Shazam and audible recognition to allow customers who took part to unlock extra content and get a 'mobile coupon for a free 20-ounce bottle.'* 

Carlsberg Probably The Best Poster In the World

Carlsberg have a always been forward-thinking in their advertising approach and have been able to establish such a great and memorable phrase, Probably the Best in the World, that will always be connected with the brand and their advertising. 
Also in April 2015 'The Danish brewer, with help from ad agency Fold7 and design company Mission Media, unveiled a beer-dispensing billboard at The Old Truman Brewery on Brick Lane in London. The billboard was emblazone with the headline, "Probably the best poster in the world."'**
On the launch day, the activation received 3 million twitter impressions and over 60 million consumers were reached globally. Huge numbers for a hugely successful activation.




*http://www.adweek.com/digital/coke-zero-made-drinkable-billboard-actually-serving-soda-ncaa-fans-163856/
**http://www.adweek.com/creativity/carlsberg-makes-londoners-happy-billboard-gives-out-free-beer-164087/