Carlsberg has rolled out a global Tuborg activation that encourages younger LDA consumers to “stop scrolling and live in the moment”.
The ‘Feel The Drop’ campaign includes a 30-second advert (below) and is set to run for a full year. Accompanying the spot are a series of out-of-home elements, in-store and trade activations, as well as social influencer plans featuring celebrities GAI, Vinida Wengand and GALI in China and rapper B Ray in Vietnam.
Created in collaboration with UK-based agency Worth Your While, the push shows people “fully immersed in the music and enjoying the moment”.
“We are committed to strengthening Tuborg as the group’s leading volume driver, while driving growth and premiumisation in China and other high-potential markets,” said Tuborg’s global marketing director, Jack Calderwood.
“This year’s campaign supports this goal by tapping into Tuborg’s … passion point: music. It also takes a ‘glocal’ approach, featuring local celebrities from China and Vietnam in their own versions of the campaign for greater impact and relevance.”
Yesterday (29 April), Carlsberg flagged “a rather unique and uncertain external context” during the first three months of 2025, as quarterly sales ducked below the water line. The group’s top line slipped by 1.5% on the corresponding period a year ago, hampered by the decision by Mahou San Miguel last year not to renew the production and distribution arrangement in the UK for its namesake beer brand.
