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By John McCarthy, Opinion editor

May 10, 2018 | 2 min read

Tuborg has reinitiated its music-centric campaign The Tuborg Open, teasing a slate of new collaboration tracks with artists around the world.

The Danish lager brand kicks off the second year of the event with help from DJ Diplo and long-term collaborator MØ. The pair have rolled out the track ‘Stay Open’ which will tie into the brand’s Open To More efforts. Artists across Tuborg’s key markets in Asia and Europe will build upon the campaign in the months to come.

Milan Shah, international marketing manager at Tuborg, said: “Tuborg has a long and proud heritage with music, helping to introduce new genres and artists to new markets.

“Through this year’s Tuborg Open campaign, we’re once again setting out to encourage people around the world to be Open To More – to be inquisitive, exploring the world around them, trying new experiences and sharing them with others to see where it takes them.”

Diplo said: “To be part of Tuborg Open for the second year is really cool. This year Tuborg came to us with the idea of being “Open to More” and MØ and I were already working on ‘Stay Open,’ this track about how so many times people are closed but it’s important to stay open to new people and experiences.

“It fits the campaign perfectly and the artists from around the world are already coming to us with ideas of how they want to change it up and add their own perspective to the idea of staying open which is the really cool bit of the project.”

The campaign brings together the efforts of Fuse, Grey London and Initiative.

Last year, The Drum spoke to Vsevolod Nikolaev, global brand director at Tuborg about its rebrand – which served as a springboard for some of its unique music activations.

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