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Tuborg targets music lovers and festivalgoers in new ad

Beer brand Tuborg is readying a new music-themed ad campaign to coincide with this summer's festivals.

The Carlsberg-owned brand is the official beer of several of this summer's music festivals, including Glastonbury and Reading & Leeds, and is keen to push its music credentials "in key towns and cities" as the festival season begins.

Its campaign, personalised for each city, kicks off at the end of May and aims to illustrate the brand's association with live music by depicting a Tuborg bottle lapping up the adulation of a festival crowd.

The creative will also trumpet Tuborg's on-pack promotion offering customers the chance to win tickets to sold-out Glastonbury, which is celebrating its 40th anniversary.

Created by Tuborg's integrated agency Billington Cartmell, the work will run across 6 and 48-sheet posters, phone kiosks and bus & taxi side panels and pub-kits.

Paul Davies, director of brands at Carlsberg UK, said: "We’re very proud to showcase our part in the live music and festival scene this summer with this nationwide campaign, as well as celebrating our official beer status at Glastonbury, the most famous festival in the world."

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