The campaign launched this month and marks the first expression of Somersby’s new global positioning, with Asia leading the charge. Recognizing that “adulting” is full of paradoxes and absurdities, Somersby’s new “No Nonsense” attitude aims to connect authentically with a generation that seeks entertainment and relief from the nonsense.

The ‘it boy’ of Gen Z icons TXT, YEONJUN showcased his artistry with the first solo mixtape GGUM in September 2024. YEONJUN will be the new face of Somersby in Asia across multiple touchpoints in film, social, print and retail stores.

“The launch of Somersby’s new brand positioning marks a bold step forward for our identity in Asia—one that embraces authenticity, irreverence, and playfulness,” said Yves Briantais, Chief Marketing Officer, Carlsberg Group. “Collaborating with a K-Pop cultural icon like YEONJUN has allowed us to connect with a vibrant new generation across the region, landing our message in a way that’s both meaningful and unmistakably modern. This campaign is a celebration of breaking through the noise with a clear, no-nonsense attitude—and we’re thrilled to see it already making waves across the region.”

This new brand campaign will roll out across Asian markets including Hong Kong, Laos, Malaysia, Singapore, South Korea and Vietnam.

"True to our brand proposition, we’re not doing a predictable K-pop collaboration. Instead of scripted smiles and tired tropes, we’re doing something more honest and truer to YEONJUN’s persona,” says Rommel Fuentebella Senior Director for Premium Brands, Carlsberg Asia.