Carlsberg brand Tuborg is aiming to capitalise on the 'fear of missing out' (FOMO) trend with its new ad campaign Always Say Yes.
The campaign builds on its image transformation strategy, which kicked off in 2012, and was created by Amsterdam-based agency, Sid Lee, who was appointed last year.
Speaking to The Drum, Massimo Di Dia, VP international premium brands at the Carlsberg Group, said the work marks a "strategic" move as the brand looks to build strong links with its target consumer lifestyle.
“Tuborg is always pushing the boundaries of cultural lifestyle, so that we remain cutting edge and are a really vibrant brand. We’re trying to become a beacon brand across our target group, by encouraging them not to miss out,” he said.
The transformation of the brand saw it move from the strapline ‘open for fun’ to ‘open for more’, a change triggered by the realisation that the original line could be seen as “one-dimensional,” according to Di Dia.
The multi-million euro campaign will run across markets in western and eastern Europe, featuring a TV ad, out-of-home print campaign, digital and point of purchase for the on- and off-trade. The campaign may then extend to Asia.Set to launch from today, the TV ad shows a man deciding whether or not he should go out to a party, before he realises, in a surreal manner, that it could be the party of his life that he is missing out on.Di Dia suggested that customers today are becoming more demanding, and it is here that the 'FOMO' comes into play.He explained: “The campaign plays into the ‘FOMO’ cultural trend that saying ‘yes’ means you are always restless, and never miss out. Saying ‘yes,’ opens up possibilities and makes things happen – and this is the ethos our Tuborg consumers have.”
The digital aspect of the campaign looks to support this, with the characters from the ad personified in social media, encouraging users to interact with the content and say ‘yes.’Mac McDonald, CEO from Sid Lee said: “It was challenging and exciting task for the agency to create a new creative platform for Tuborg. We have developed a powerful and globally relevant insight-led ‘YES’ platform which has a strong potential to make brand famous.”