Title	TUBORG BEER PLUGS
Brand	TUBORG
Product/Service	BEER
Category	B06. Use of Ambient Media: Small Scale
Entrant	CP+B Copenhagen, DENMARK
Idea Creation	CP+B Copenhagen, DENMARK

Name	Company	Position
Mathias Birkvad	Cp+B Copenhagen	Chief Executive Officer
Kristoffer Gandsager	Cp+B Copenhagen	Creative Director
Jon Goldtsche Jørgensen	Cp+B Copenhagen	Senior Creative
James Godfrey	Cp+B Copenhagen	Creative Director
Mark Rif Torbensen	Cp+B Copenhagen	Senior Creative
Thea Stevnhøj Meldgaard	Cp+B Copenhagen	Junior Creative
Rasmus Zepernick	Cp+B Copenhagen	Junior Creative
Sofia Brockenhuus-Schack	CP+B Copenhagen	Project Manager

The Campaign

People at festivals are keen on protecting their hearing, and when we discovered that loud music can not only damage your hearing, but also make you drink faster there was only one solution. We created Tuborg Beer Plugs. Ear plugs designed in the shape and colour of draft beer. The Beer Plugs were handed out in a mini version of a draft beer holder at bars on the festival site. On the side of the holder the insight about loud music making you drink faster was printed, together with a friendly reminder to use the Beer Plugs and slow down your drinking.

Creative Execution

We handed out the Beer Plugs all around the entire festival. Anywhere you could buy beer you would automatically get a set of Beer Plugs to go as well. The Beer Plugs were designed to resemble mini versions of draft beer and where packaged in a similar size version of a draft beer holder. On the side of the holder our campaign insight was written together with a friendly reminder to use the Beer Plugs and slow down your drinking. The iconic and playfull design helped us communicate our message of slowing down drinking in as positive way, and not be seen as a raised finger. Furthermore the iconic design made it easier to be both memorable, and work as a great conversation starter across the festival.

We helped festival goers at Roskilde festival (northern Europe´s biggest festival) enjoy it a bit more, by slowing down their drinking and protecting their hearing. Next year even more people will have a good time, as we roll out the initiative at the rest of Denmarks larger festivals.

Tuborg Beer Plugs is relevant for media because the work directly uses a specific small scale media at a music festival to reach the target audience with a message, that naturally links the the media with the idea in an inspiring and creative way. The specific use of media also makes sure the idea and message comes across to the target audience in a natural way, which made them more easily want to engage with the work and our message.

Insights, Strategy and the Idea

Tuborg is well associated with sponsoring festivals and music in Denmark, and the brand has a positive image among music lovers and festival goers. Tuborg wanted to build on that strategy and help people get more out of their festival experience, while at the same time acting as a responsible beer brand.