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Your choice of fun

Carlsberg International Group

Issue 40 | September 2016

Background

Tuborg was for many years the ‘forgotten’ sibling of the larger, better-known Carlsberg brand. In 2012 Tuborg was given a new down-with-the-kids positioning centred on music and fun.

It was, of course, not the only European lager brand to do this, so standing out required some effort.

The ‘Your Choice of Fun’ campaign was based on coloured caps and promoted via YouTube. For the campaign, every Tuborg bottle had a cap in one of five colours and themes: ‘Love’, ‘Party’, ‘Explore’ and so on.

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