Carlsberg's Tuborg makes city malls and multiplexes see 'green'

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 10, 2009
The beer major launches a campaign to highlight the association of the brand with fun and music

Malls and multiplexes across cities have gone green, and we're not talking about eco-friendly measures taken by them. Beer major Carlsberg Group has launched its new mild beer from Denmark, Tuborg, in the country and has painted the town green, the brand's colours, with its innovations and outdoor advertising.

The USP of the beer is its innovative packaging in the form of a unique pull-off cap, which does not need a bottle opener, something that the beer market in India hasn't seen until now. Thus, the promotion of the beer is being pegged around this design of Tuborg.

The creatives in the launch campaign show a kind of a zip in the shape of the pull-off cap, which opens to reveal either a disco ball, a mike, or a play button representing music. All these resemble the pull-off cap, too.

All the concepts have been designed with the 'thump' effect, to show pulsating music - which is core to the brand essence of fun and music.

Tuborg is being pitched against brands such as Kingfisher, Fosters, Budweiser and Tiger in the premium mainstream segment. Therefore, the launch campaign aims to break through the clutter and create awareness about the product launch, using good creatives, innovation and strategic placement of sites.

Opportunities on malls and multiplexes have been leveraged, reflecting the 'Open for Fun' essence by branding 'open able' executions, whether they are for movie screen doors or lifts, which ties in again with the positioning of the brand.

Other OOH media formats have been used in the campaign, along with striking innovations such as staircase branding, halo-effect innovation and creating a domination zone. Besides these, hoardings have also been used as a part of the campaign.

The outdoors have been executed by OMI, a division of Laqshya Media, while creative agency Bounce has worked on the campaign. The brief given to the agency was that Tuborg is a fresh brand from the Carlsberg Group, with the tagline 'Fun Starts Here!!!' targeting all age groups fond of light beer and party goers.

The core TG (target group) for Tuborg is youth in the age group of 20-25 years, while the extended TG includes 25-30 year olds.

Renuka Keron, general manager, marketing, consumer activation, Carlsberg, shares that the creatives have been adapted from international references but are tailor made for the Indian audience.

An activity called the 'Tuborg Fun Start Nights' has also been launched to represent the brand in India. While launching in India, the company aims to try to keep it as international as possible, so there will be no association of Bollywood music or any other kind of Indian music at the moment. It's being positioned as a youngster's first beer.

This particular month-long outdoor campaign has been executed across cities including Delhi and NCR, Mumbai, Bengaluru, Pune, Hyderabad and Jaipur.

Besides outdoor, extensive print and radio innovations have also been done for the launch campaign. Keron says, "Tuborg is our power brand in the portfolio, so clearly there is a considerable amount of advertising and promotions behind the brand. We are in a launch phase and are already seeing impressive numbers in terms of awareness and hype around the brand, which comes from targeted and focused initiatives. We are one of the big spenders in the industry and we are here to stay."

Tuborg is currently available in the entire north (except J&K), west and southwest of India, up to AP. It is being launched in the northeast market this month and should have a pan-India presence by early 2010.

For the record, Carlsberg entered India in 2006 as part of a joint venture, Carlsberg India Private Limited, to build a green field brewery in Rajasthan. Within 18 months, it has set up four state-of-the-art breweries in India and arranged distribution in more than 80 per cent of the country, except in the south.

The entire beer market in India is approximately 13.5 million hectolitres, of which the mild segment makes up close to 30-35 per cent. Carlsberg has enjoyed double digit growths in most markets it exists in and the company claims that Tuborg, which was launched in February 2009, is already seeing promising growth potential.

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