Tuborg Squash had taken a long break from marketing. As a result, retail shelf space had shrunk, sales had declined, and the relationship with consumers had almost disappeared. The original Danish orange soda was forgotten and only 22% wanted to be seen holding a Squash.
The task was therefore to dust off Tuborg Squash and establish a relationship with a new and younger audience on their terms and using their media – while not cutting all ties to those who used to drink Squash.
The media behavior of a younger audience required a solution that could work in short video formats. But how do you make a brand relevant in 6 seconds without dialogue – and on media platforms where user impatience is palpable?
Instead of making the format a problem, the concept was devised so that the core campaign message of Tuborg Squash being THE original Danish orange soda would come across regardless of media limitations.
The solution was to create a series of short films with a charming and deadpan host who repeatedly found original and unlikely ways to play with theTuborg Squash bottle. A solution that would turn each film into one long pack shot. It wasn’t just original. It wasn't just genius. It was Refreshingly Origenius. A fusion of the brand’s USP and the host's tricks that placed Squash in a league of its own – above all originals.
Commercially, Tuborg Squash surged forward and consumers wanted to be seen with the brand again. And despite having a higher price point, Tuborg Squash became the market leading brand in the orange soda segment – and once again the Danes' favorite orange soda.
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