The Tuborg Beat

Wanting to transition from festival sponsorships, Tuborg needed a big idea or theme which would work for global ATL, but also power in-market activations and provide a global experiential platform for talent collaboration with local resonance.

THE IDEA: The Tuborg Beat

A global rhythm for the brand, created in collaboration with an international superstar, which can then be reimagined in each market by both talent and consumers. Major Lazer came onboard and a beat was born.  AR bottles allowed the consumer to remix at retail, whilst on-trade activations gave open mic a whole new spin

In key markets India and Russia, local talent built on the beat and entered the charts with their own Tuborg/ Major Lazer colab.

680m content views, 1.9m campaign engagements with resulting content, 2 top 40 singles, 345,000 sampling engagements, 14k+ Tuborg remixes.