Carlsberg has followed January’s packaging refresh for Tuborg with a Gen Z-focused global campaign for the beer brand.
‘You Don’t Have To’, which debuts this week, will comprise TV, video-on-demand, out-of-home and digital and social media presence. The campaign centres around research commissioned by the brand owner that found 40% of Gen Z consumers “are feeling constantly anxious due to the pressure to be ‘always on’ or the rigid paths laid out by previous generations”.
Financial details were not disclosed.
“Society loves to set unrealistic expectations, and it’s exhausting trying to fit ourselves into boxes that don’t represent who we are,” said Tuborg’s global director at Carlsberg, Anna Katrine Drumm-Hakim. “Tuborg has always been about celebrating your own voice and authentic connections. With ‘You Don’t Have To’, we’re championing those moments where people feel they can own their own rhythm, shed those external pressures and truly be themselves.”
Carlsberg started this year with an update of Tuborg’s packaging that looked to catch the attention of “younger, experience-driven consumers”. Global brand manager Nicole Toetenel said at the time: “This evolution isn’t just about aesthetics. It’s how we’ll drive distinctiveness, premiumisation and growth, and keep Tuborg relevant for the next generation of drinkers.”
