Video: Tuborg “Always Say Yes” advert
The “Always Say Yes” campaign is the first integrated effort from the brewer and sees it position the beer for the “relentlessly curious’” drinker. Targeting those with an easy-going nature, Tuborg’s campaign ramps up efforts to snare wine and spirit drinkers by playing on the notion that the next evening could be the most spectacular.
A TV campaign dramatises the concept, charting the surreal effects of a man’s decision not to go out. The ad goes on to show images of an eventful party as the man imagines missing out on the best night out of his life. Social media content will continue the theme later in the year by encouraging consumers to say “yes” to various promotions.
An early example of the mechanic can be see in an interactive version of the campaign’s ad, which asks people a series of yes and no questions throughout before revealing additional videos.
Tuborg says the bulk of the digital work is “not as advanced as it would like”. Learnings are being pulled from the Carlsberg Group’s shift from TV to digital-focused campaigns with social commerce and second-screen initiatives planned over the next two years, Tuborg claims.
Massimo Di Dia, vice president of international premium brands at Carlsberg, says Tuborg is the “number one priority investment” for the business in emerging regions such as Eastern Europe and Asia. Demand for the beer has outpaced the group’s flagship Carlsberg brand outside its mature markets following a revamp of its youthful positioning in 2012, Di Dia adds.
Tuborg almost doubled revenues in the three months to March with the brewer citing its strong regional presence for the performance. To this end, most of the upcoming campaign will focus on China, India and throughout Easter Europe, although it will have a limited presence in markets such as the UK. The brand has cultivated its ties to younger drinkers by establishing a strong presence at live music events across Europe such as last year’s Wireless Festival.
It is hoped the upcoming campaign can help the brand pull away from rivals such as Heineken and Budweiser in fast-growing markets this summer, when many brewers are increasing ad budgets to lift sales around the World Cup.
Di Dia adds: “We’re looking to give consumers an entry to premium, international brands with Tuborg. The latest campaign is part of a bigger transformation of [the beer] into a beacon of youth culture. We’re trying to get cut through by supporting a theme that many young people can identify with, that fear of missing out on something amazing.”