Danish lager brand Tuborg has refreshed its identify and focus to leverage its heritage and the power of music in a new global campaign looking to connect with young adults, underlined by the ‘give pulse to the moment’ strapline.
Tuborg will remind consumers of its 1880 founding, but will evolve its brand building through music, particularly by bringing western music to new territories such as Eastern Europe through Greenfest.
On the back of new artist partnerships, negotiated and managed by Fuse, the company will release new tracks and collaborations in key markets, engaging consumers through competitions, singles, music-led product packs and finally, live gigs. The announcement is timely, brands like Rimmel London and the North Face this week revealed unique campaigns around music.
Vsevolod Nikolaev, global brand director at Tuborg, told The Drum that the brand is looking to unlock “enriched social moments associated with cultural discovery and exploration,” through through local and global collaborations in key growth markets such as Asia, Eastern Europe and Russia. Western artists will generate "a huge amount of content and excitement," which will be shared and resonate on the artist's digital channels, Facebook, YouTube and the newly launched Tuborg website.
Nikolaev underlined the fact that since the 90s, the number of music festivals in Europe has increased 30 fold, "the winning formula is running out of steam, we can't keep activating music the way we used to".
"In terms of brand building, festivals are extremely costly and it is extremely difficult to stand out," he added.
“Tuborg has always been associated with fun and music but we needed to evolve to keep that positioning fresh and appealing to our core young adults’ audience."
Furthermore, Tuborg will look to get consumers dancing with an upcoming 'Move to the Beat' campaign, this will help it secure a substantial footprint on social channels.
Supporting the new push is a brand film playing on the pulse proposition, ‘the beat through time’, it features at the top of the article. It is to debut in Eastern Europe, later being rolled out globally late in 2017 into 2018.
Topping off the refresh is a bold new visual identity designed by Turner Duckworth. It sees the brand make a minor shift from green with the addition of a blue tints on the logo.
Nikolaev concluded: "Our Tuborg and Carlsberg brands are green, and key competitors Grosch and Heineken are green, so it was green and green on a sea of green, so that’s why we added the blue to underline the brand on the shelf.”