Post by Carlsberg Group

Name: Not drinking shouldn’t feel awkward. But it still does. In Norway, 9 in 10 young people say they fe
Uploaded: 2026-06-19T12:00:07.316Z
Channel: Carlsberg Group
Description: Not drinking shouldn’t feel awkward. But it still does. In Norway, 9 in 10 young people say they feel expected to drink, even when they don’t want to. And choosing not to? It’s surprisingly hard to

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Not drinking shouldn’t feel awkward. But it still does. In Norway, 9 in 10 young people say they feel expected to drink, even when they don’t want to. And choosing not to? It’s surprisingly hard to explain. Especially when there isn’t even a word for it. Munkholm, Norway’s oldest non-alcoholic beer brand, decided to fix that. They invented one. "To Munk". A verb born from the brand name itself, and cheekily close to "runk", Norwegian slang for... well, you’ll have to watch the video. Getting a nation to adopt a new word is no small feat. But Munkholm pulled it off. In the process, they gave Norwegians something they’ve never had before: A simple, funny way to push back on decades of social pressure. When your brand becomes the word, you’re not just in the conversation, you own the category. And yes - it’s now competing for a Cannes Lion 😍🦁🤞🏻 Learn more 👇🏻

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