Tuborg Classic Results Did Not Falter

On behalf of all left-behind friends, Tuborg thus launched a major national campaign under the overarching brand platform "It's Not the Same Without You" searching for those that had gone missing. This also encouraged absentees to prioritize friends over less important tasks such as tightening screws in the bookshelf or the daily rollerski ride.

The campaign message resonated so well with the target audience that Tuborg Classic grew 7.33% in value over one year, more than double the market rate. Thus, Tuborg Classic strengthened its leading position in the Danish beer market, in part due to the campaign spreading effectively via Danes participating in the missing persons campaign to reconnect with their own absentees.