There are certain obligations tied to taking the name ‘Classic’. You need to be consistent, timeless, classy, predictable but only as a welcome constant, a reliable friend, and then you need to keep your edge. Keep interesting. No mean feat for a beer in a green bottle.
Tuborg Classic was launched as a mellower alternative to Tuborg’s traditional “Green Pilsner” with great success, but 15 years’ worth of campaigns had reduced the once powerful brand essence, so our assignment was to cultivate that Classic brand core and enhance the expression of its fundamental values through 3 brief but powerful TV breakers.
To achieve a timeless, classic yet alluring brand expression, we rinsed the brand universe for any campaign leftovers and irrelevant murmurs. We then returned to the art deco style of the original brand and focussed on telling the the story of the classic beer’s simple ingredients, while evoking the ‘Classic’ mood and feel of the product through the stylised illustrations by Danish illustrator Mads Berg. Bringing the classic art deco poster art style to life in animated TV breakers made the product experience come alive.
Created in collaboration with Wibroe, Duckert & Partners. Illustrations by Mads Berg.