Tuborg unveils new global campaign

Carlsberg’s beer brand Tuborg has launched its new global campaign, Feel The Drop, aimed at reconnecting Gen Z with the joy of being present through the unifying power of music. Rooted in youth culture, the campaign responds to a rising tide of stress among young people, with over 50 percent reportedly too burdened to enjoy fun experiences.

The hero film captures a powerful moment at a music festival—where the sound of a Tuborg bottle opening triggers a beat drop, jolting the crowd, and especially one distracted festivalgoer, back into the now. The campaign celebrates raw, unfiltered experiences of people fully immersed in music.

Created with UK agency Worth Your While, the campaign spans TV, digital platforms, out-of-home, trade activations, and influencer partnerships. Celebrities like GAI, Vinida Weng, and GALI in China, along with rapper B Ray in Vietnam, bring local flavour to the global rollout.

“As part of the Accelerate SAIL strategy, this campaign strengthens Tuborg’s identity through music while pushing growth and premiumisation in key markets,” said Jack Calderwood, Global Marketing Manager, Tuborg. Jack added, “By tapping into our most iconic passion point, we hope to help Gen Z Feel The Drop and reconnect with what truly matters.”