Tuborg - Pop the Pressure

Brief: Design a brand experience as a group that allows Tuborg to actively release young people from negative pressure.

Our Approach: In response to the brief, we decided that a rebrand of Tuborg Zero would be a good opportunity to communicate with Gen-Z audiences and allow the brand to effectively speak to them and their interests. We noticed that many previous Gen-Z campaigns by Tuborg only spoke to what the brand believed Gen-Z to be. Whereas our design decisions aimed to address this. By using Freddy the Tuborg cap, we encouraged the audience to make their own decisions when it comes to drinking habits and to be confident in them. He became a symbol of releasing pressure, based on Tuborg's unique USP: its cap.