Carlsberg has added three Asian markets to its recently launched marketing activation for the Tuborg international lager brand.
China, Myanmar and Vietnam will be the targets for ‘You Don’t Have To’, the campaign for Tuborg that debuted – with Gen Z consumers in mind – three months ago. Korean-American musician Jay Park has been recruited to front the latest set of assets in the campaign.
According to Carlsberg’s business unit in Asia, Park’s “journey from breaking away from conventional idol pathways to establishing himself as an independent artist and entrepreneur perfectly reflects Tuborg’s ‘You Don’t Have To’ ethos”.
“His influence across music, fashion, and dance makes him an ideal ambassador to bring the campaign to life,” Carlsberg Asia said.
Market-specific activity has started to roll out in the three countries, including engagement with ‘key opinion leaders’ and user-generated content in China, as well as “high-energy TikTok challenges and freestyle-led content” for Vietnam.
Based in Hong Kong, Carlsberg Asia oversees eight markets for the group, including Cambodia, Hong Kong, Laos, Malaysia and Singapore. In the first quarter of this year, the region’s sales increased by 4.4% on the corresponding three months last year, although “easy comps” were cited as having played their part in Vietnam.
At the start of this year, Carlsberg commenced the rollout globally of a branding update for Tuborg that also included a ring-pull opening system for the brand’s bottles.
