Described at the younger brother of Carlsberg, the Tuborg brand is building a youthful, fun image through sponsorship of music and live festivals.
Tuborg’s musical roots began back in 1983 with the Green Concerts in Denmark. This travelling musical festival was started by the Muscular Dystrophy Foundations to raise awareness and funds for treating the disease. Every year, the festival visits seven cities across Denmark, playing to almost 200,000 people.
Since 2005, Eastern Europe has been rocked by Tuborg’s own Greenfests which have enabled local music fans to enjoy international artists like the Red Hot Chilli Peppers, Kaiser Chiefs and Metallica live for the very first time. In 2009, Greenfests are taking place in cities across Russia, Croatia, Bulgaria, Serbia, Ukraine and Kazakhstan, with Depeche Mode the first headline band to be announced.
Tuborg’s Green Beats are smaller events but they still attract the big names. These big ‘parties’ feature mainly electronic dance music played by famous DJs. Last year’s four-day Green Beat at the Papaya beach club in Zrce, Croatia, attracted 5,000 people a day to hear Eric Prydz, Joe T Vanelli and Seamus Haji. BBC Radio 1 DJ Pete Tong has already signed up to perform at the next event, which is likely to be broadcast live on Essential Selection radio show.
International Music Festivals
Tuborg has been sponsoring the largest rock festival in its native Scandinavia since 2002. Roskilde annually attracts more than 75,000 music fans and leading international performers like Guns N’ Roses, Bob Dylan and Franz Ferdinand.
Now, it’s also the name behind the leading live music events right across Europe and beyond. Tuborg’s 2009 music calendar includes Serbia’s Exit, the largest festival in Eastern Europe; Glastonbury and Hard Rock Calling in the UK, and Sunburst in Malaysia. More than half a million music fans will enjoy a refreshing Tuborg while watching The Killers, Prodigy, Linkin Park and many more of today’s most popular bands.