Ready To Rock – How Brands Are Seeking To 'Go Green' This Music Festival Season
As festival season gets under way, brands are fighting to increase their presence at events and grab the attention of their target market, but with the great power of festival sponsorship comes great responsibility.
In announcing its sponsorship of Danish festival Roskilde this year (pictured), brewing giant Carlsberg reported that it plans to ‘reduce the environmental impact’ of the event.
Rather than just promoting its beers at the festival, which attracts around 130,000 festival-goers, Carlsberg reported that it would sell a new ‘organic lager’, run its bars on renewable electricity, and replace over one million single-use plastic cups with a sustainable alternative.
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