(01)
BACKGROUND
Tuborg has been the party beer of the 90’s and early 2000’s but in the last two decades their brand image has faded.
Our goal? Turn into the GenZ party brand by changing the way they speak and their whole aesthetic.
(02)
APPROACH & IDEA
GenZ are all about vibe and authenticity.
To earn some much-needed street cred, we teamed up with the underground fashion label NELEPA for a limited-edition merch collab that doubled as an exclusive entry pass to the hottest parties at one of Sofia’s most iconic clubs – DOM.
We launched the drop with a bold visual campaign across videos, posters, and digital assets – all featuring recognizable urban faces that Gen Z already followed and trusted.
To take the hype to the next level, we planted a handful of tees in unexpected spots across Sofia – from the Malashevtsi flea market and second-hand shops, to Kristal Garden and a small hardware store.
We even snuck a few into OLX listings, turning the search for merch into an urban scavenger hunt.
(03)
EFFECT
Tuborg staked its claim on Bulgaria’s cool urban culture and sparked anticipation for what’s next from the brand.
6.1M
content views
190K
post engagement
960%
increase in content interactions
"Tuborg needed to connect to its GenZ audience and this campaign helped us start this long process by finding just the exact vibe, opening the door for what's next"
Konstantin Petrov
Senior Brand Manager
Carlsberg
