Sketch Events recreated Copenhagen’s iconic Little Mermaid entirely from packaging in a installation designed to raise awareness of Carlsberg’s new, environmentally-friendly packaging – the Snap Pack.


Design and Idea Creation

Installation and Logistics

Structural Engineering

Full video coverage of the build and after

Set Build and Development

3D Mock-ups and Visuals

Commissioned Lead Artist


Carlsberg has made waves in Copenhagen by unveiling their iconic Little Mermaid statue made entirely from the new Snap Pack cans in a stunt designed to highlight the company’s environmental credentials.

Their new packaging innovation removes the need for plastic wrapping around multipacks and will eliminate 1,200 tonnes of plastic waste every year. Held together with glue just like the Snap Pack cans, the mermaid ‘canstruction’ features a rising tide of 137 kilograms of plastic –  the amount of plastic that Carlsberg will be eliminating every hour (1,200 tonnes a year) as it introduces the Snap Pack across its range.

The original Little Mermaid statue was commissioned by Carl Jacobsen, son of the Carlsberg founder, in 1913 as a gift to the people of Copenhagen. Simon Boas Hoffmeyer, Carlsberg Sustainability Director, said: “Proving that sustainable packaging doesn’t have to be a fairy-tale, Snap Pack directly impacts the people who love Carlsberg – giving them a choice of probably the best beer in the world – and one that is better for the environment.”

Sketch Events worked with Carlsberg’s PR agency, Smart Communicate, to design and built the entire installation, including the design, mock-ups, site recce’s, build and production, installation and de-rig. The build itself was conducted overnight, in the water, by a team of 8 specialists! Look behind the scenes of the mermaid’s construction below, or find out more here.


Widespread international media coverage for Carlsberg including coverage in publications such as Sky News and The Independent.