The King is back

Tuborg Squash

Challenge

Tuborg Squash has been a bit too quiet for too long and, despite a very large portion of Danes knowing and loving the brand, the younger generation isn’t quite on board. Therefore, the goal was to retain the older segment of the population while also getting the young ones involved.

Client

Relaunch campaign

Deliverables

Brand DNA

Marketing strategy

Product identity

Product launch

Visual identity

Campaign execution

Conceptual ideas

Communication strategy

Positioning

Tonality

Design guidelines

Project

Carlsberg Danmark

Solution

It is a long-term investment to build a truly solid campaign platform, but it pays off. Tuborg Squash’s advertising universe is one of the best-known domestically, and even though a generation has passed since the campaign ran, recognition of it is sky-high among the over-35 target group – they still love Squash.

So when we got the opportunity to relaunch the Squash brand with three new variants, the obvious strategic starting point was to build upon the strong foundation we established more than 30 years ago, but in an updated version that also speaks to the young. To bring the new generation on board, we introduced a young, female character as a counterbalance to Finn. Their differences provide the campaign with a new humorous focal point, with each generation having its own humorous frame of reference. It takes hitting a target audience that spans several generations, but if there is one thing Tuborg Squash excels at, it is bringing people together—whether they prefer orange, sports, or peach, and regardless of whether they call their favorite Squash or Skvasss.

The campaign is not only present in film but is executed broadly across media, and was, among other things, launched with a complete takeover of Nørreport Metro station and nationwide outdoor advertising.