FDBusiness.com

Tuborg Launches Global Campaign

 Breaking News
  • Ferrero to Acquire US Confectionery Company Ferrero Group is acquiring Ferrara Candy Company, the third largest non-chocolate confectionery company in the US, from L Catterton, the biggest and most globally consumer-focused private equity firm in the world. The terms of the transaction were not disclosed. Ferrara is best known as the maker of iconic brands such as Trolli, a leader in [...]...
  • Shift to Sustainable Food System in Europe is Possible – But Faces Challenges Making Europe’s production, consumption and trade in food environmentally sustainable is possible, but it will require a major shift in public attitudes, policies and knowledge and seizing current opportunities for change, according to a newly published European Environment Agency (EEA) report. The EEA report ‘Food in a green light,’ analyses the challenges Europe faces in shifting [...]...
  • Pet Food Producer Achieves 30% OEE Improvement and Brand Security With OAL Connected Wagg Foods, a leading producer of high-quality pet food, has increased its OEE efficiency by 30%, secured its packaging lines from errors and ensured full compliance with retailers’ code of practice with OAL Connected, a modular suite of packaging line software. Known for its laser-focus on quality, nutrition and product development, Wagg Foods prides itself on [...]...
  • Thirsty Business – How Water Reuse Can Benefit the Food and Beverage Industry By Martin Kunz, EMEA Segment Leader, Industry for Xylem’s Applied Water Systems business Only 2.5 percent of the world’s water is fresh water, and of that, only one percent is accessible as much is trapped in glaciers and snowfields. By one estimate, global fresh water demand will exceed supply by 40 percent in 2030 if current [...]...
  • Hilton Food Group to Move into UK Fish Processing Hilton Food Group, the UK-based specialist international meat packing business, has agreed to acquire Icelandic Group UK (Seachill), a leading chilled UK fish processor, for cash consideration of £80.8 million. The acquisition will provide Hilton with entry into the processing and supply of fish in the UK. Robert Watson OBE, chief executive of Hilton Food Group. Founded [...]...

Tuborg Launches Global Campaign

Tuborg Launches Global Campaign
May 20
12:48 2014

Tuborg beer is launching a brand new global marketing campaign called ‘Always Say Yes,’ building on the cultural ‘FOMO’ trend, or ‘Fear of missing out’, and encouraging a positive attitude. The campaign is a fully integrated, 360 degree campaign, encompassing a new TVC, out of home print campaign, digital and point of purchase for the on- and off-trade.

‘Always Say Yes’ is the new global campaign for the brand reinforcing an image transformation that took place in 2012 and is seen as an important strategic move as the brand looks to build stronger links with its target consumers’ lifestyles.

Positioning the beer as the brand for the ‘relentlessly curious,’ Tuborg’s new campaign uses the hook: ‘Never miss out. Just say Yes.’ The integrated campaign will use touch-points throughout consumers’ everyday life to reiterate the ‘Yes’ attitude to life.

The TVC dramatizes a man’s decision making journey about whether or not to go out, and in a stylised and surreal way, his thoughts are brought to life in scenes of the most spectacular party, as he imagines that the party he’s said ‘no’ to turns out to be the party of his life. The message is clear – always say ‘Yes!’

As with all Tuborg activity, digital will play a significant role in the campaign. Characters from the TVC will be personified in social media and consumers will be able to interact with the content which is encouraging users to say ‘yes.’

Massimo Di Dia, VP international premium brands at Carlsberg Group, says: “This is the latest stage in Tuborg’s evolution to becoming a global brand leader for young adults. It showcases those moments that we know our consumers don’t want to miss out on.”

The campaign was created by Amsterdam-based agency, Sid Lee, which was appointed last year. This is the first Tuborg campaign from the agency, which also works on another Carlsberg Group beer, Kronenbourg 1664.

Tuborg is available in over 70 different countries. Globally, the brand demonstrates strong performance, growing and expanding its footprint, especially in Asia.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 19, 2017PMA Fresh Summit 2017
  • October 21, 2017Food & Nutrition Conference & Expo 2017
  • October 22, 2017Serbotel
  • October 22, 2017Natexpo
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements