In a world that’s always pulling at your attention and piling on the pressure, feeling present isn’t easy. For Gen Z, the weight is especially heavy — with over 50% saying they’re too stressed to even pursue fun experiences. In a new global campaign, Tuborg is offering this generation a way out of the noise and into the music: by inviting them to ‘Feel The Drop’. 

 

Tuborg’s ‘Feel The Drop’ campaign celebrates the transformative moment in music when the beat drops. The hero film opens at a vibrant festival, where an attendee, distracted and pressured by their phone, is pulled back into the experience by the unmistakable sound of a Tuborg bottle opening. That sound triggers a powerful beat drop, cutting through the noise and drawing the crowd back into the moment-celebrating the freedom and release that only music can bring.

 

The campaign highlights moments of raw imperfection, showcasing people fully immersed in the music and enjoying the moment. Created in collaboration with UK agency, Worth Your While, ‘Feel the Drop’ is set to run for one year. The campaign spans TV, video on demand, and global and local social media platforms. Accompanying the hero film are a series of out of home elements, in-store and trade activations and various social influencer activations featuring celebrities GAI, Vinida Wengand and GALI in China and cult rapper B Ray in Vietnam.

 

Jack Calderwood, Global Marketing Manager, Tuborg said: “As part of the Accelerate SAIL strategy, we are committed to strengthening Tuborg as the group’s leading volume driver, while driving growth and premiumisation in China and other high-potential markets. This year’s campaign supports this goal by tapping into Tuborg’s most iconic passion point: music. It also takes a ‘glocal’ approach, featuring local celebrities from China and Vietnam in their own versions of the campaign for greater impact and relevance.