(01)
BACKGROUND
In autumn 2025, Tuborg launched Tuborg Zero – its answer to GenZ's growing non-alcoholic beverage consumption. This represented a significant bet for the brand in the Bulgarian market, as it marked their first product diversification within the category.
We had to generate interest while showcasing Tuborg's unique club and music culture.
(02)
APPROACH & IDEA
We started a unique collaboration with the Balkan kitsch brand ki4_karti4ki, completely transforming an old Opel Tigra's interior and exterior into an eye-catching maximalist aesthetic.
We opened the The Zero Club: a moving pop-up club experience.
It went around Sofia’s streets while being driven by urban influencers, vibing with people and treating them a Tubog Zero, doubling down as a small scale movable sampling.
To announce the opening we partnered with popular creators who gave life to the aesthetic with their own distinctive style and personality.
The campaign peaked with a private party in an auto repair shop in the suburbs of Sofia, inviting the Tuborg crowd – influencers, trend setters and urban heroes.
(03)
EFFECT
We generated buzz, interest and cool factor for Tuborg Zero with countless of content pieces and BTS, millions of views and huge engagement boost.
1.8M
content views
67%
increase in organic views
(based on last 3 months)
213K
engagement
