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BACKGROUND
In 2025, Tuborg set out to reconnect with its younger, party-loving audience through bold collaborations with urban trendsetters and brands. For our latest collab, we decided to solve a problem every beer drinker knows too well:
Beer getting warm too quickly in the summer.
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APPROACH & IDEA
We teamed up with NELEPA, a Bulgarian urban streetwear brand, to create a custom fanny pack designed to keep beer cold on even the hottest days. The bag’s interior was lined with a special insulating material to maintain low temperatures, while its exterior blended Tuborg’s party energy with NELEPA’s street style aesthetic.
To launch the collaboration, we leaned into the hazy, heat-drenched vibe of summer with a video shot entirely on a vintage Nokia N93. The film featured a Mraz fridge, blown-out highlights, and plenty of dynamic movement – capturing the hot, sunny mood of long summer days.
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EFFECT
Cooled a few beеrs, turned the right eyes at Tuborg and made a lot of impression.
300K+
content views
141H
watch time
300+
cooled beers
