You can debate the effectiveness of magazine advertising all day long, but this Carlsberg ad from Belgian agency Duval Guillaume is undeniably useful. The advertisement reportedly appeared in Men’s magazine Menzo. Follow its instructions and you can use the flimsy piece of paper to open a bottle of Carlsberg.
How the idea is built
The mechanic is the message: the page is not just media. It is a tool. The ad teaches you how to tear and fold it into a working opener, which turns “try the product” into a physical action inside the magazine.
In print-led FMCG marketing, the fastest way to earn attention is to make the medium do something the viewer can immediately test.
Why it lands
It turns a claim into proof. There is no argument to win and no feature list to remember. You either open the bottle, or you do not.
It forces participation. The reader cannot stay passive. The ad only completes itself when someone follows the instructions.
It earns a second look. Utility creates curiosity. People keep it, show it, and try it, which is the opposite of how most print gets treated.
Extractable takeaway. Interactive print works when the action is the demonstration. If the audience can do the product benefit with their hands in under a minute, the ad becomes memorable because it turns attention into a small personal “win”.
What to steal
- Make the medium carry the benefit. If the product is about a moment. Build an execution that creates that moment.
- Keep the instruction set frictionless. Fewer steps. Clear folds. Obvious success condition.
- Design for sharing in the real world. The best print innovations get passed around physically before they get shared digitally.
Try it out yourself by downloading the advertisement from: www.probablythebestadintheworld.be.
But does it make this “probably the best ad in the world”? Not if you consider the likely inspiration below. The video shows someone using a piece of paper to open a bottle of Carlsberg.
A few fast answers before you act
What makes this print ad “interactive”?
It is not just read. It is folded into a functional bottle opener, so the reader completes the ad by doing something.
Why is a bottle-opener mechanic effective for beer?
It links the ad directly to the consumption moment. The ad becomes part of opening the product, not just talking about it.
Does utility automatically make a print ad effective?
It improves attention and memorability, but effectiveness still depends on distribution and whether people actually try it.
What is the biggest risk with “useful” print ideas?
If the build is fiddly or fails, the novelty collapses. The interaction must work reliably with minimal effort.
What is the most transferable lesson for advertisers?
When possible, replace messaging with demonstration. If the audience can experience the benefit through a simple action, persuasion gets easier.