As part of a global enhancement program, Tuborg announced the launch of a new packaging and visual identity, showcasing an entirely new look, tying into Tuborg’s overall ambition of pioneering innovation in the Indian beer market. This innovation is inspired by the needs of Indian consumers and aims at giving them a global experience.
Tuborg’s new visual identity showcases a refreshing look to entice consumers in a never-before seen breakthrough packaging, a bottle that adds a cool new look to its edgy appearance with an easy to hold grip.
Tuborg’s DNA is music and fun and the tagline, “Open for fun”, represents what Tuborg aspires to do – inspire its audience to being open for more and to make most of their lives and have fun. With the new bottle, it is even more fun to drink your ice cold Tuborg.
Building on the existing equities of the Tuborg name and label shape, new ideas have been added such as Tuborg’s new tilted logo, designed in such a way that the logo becomes horizontal when the bottle is titled at 62.5 degree. Now your friends will no longer need to tilt their heads in order to see what your beverage of choice is.
Today, Tuborg is the number 4 brand in the Indian beer market, ending March 2012, and what makes this even more incredible is that it has reached this position within 3 years of its launch. The power of its innovation, quality refreshing taste and youthful imagery has created this incredible growth story which is unheard of in the beer industry.
The launch of Tuborg Green in March 2009 and Tuborg Strong in May 2010 witnessed great response from consumers and the industry. With the launch in 2009, it was the first in India to introduce innovative packaging in the form of a unique pull-off cap, which lends the consumers the freedom to enjoy their drink without having to look for a bottle opener.
Currently, Tuborg is the fastest growing brand in the Indian beer market and has witnessed a significant volume growth of 60% (YTD April 2012 vs. YTD April 2011).Tuborg has seen unprecedented success in all markets ever since its entry and with the new visual identity, the expectations are higher.
“India is an increasingly important market in Carlsberg’s global portfolio and within its short time of presence in the Indian beer industry; Carlsberg India has become the number 3 brewer. We aim to give our consumers a superior quality experience and Tuborg’s new offerings not only reinforce the brand image but also emphasize our commitment to innovate. We have given a fresh contemporary look to our bottle, keeping the legacy and brand traits.
The new design will be launched across India and we are positive that it will be an exciting new experience to our consumers.” said Mr.Soren Lauridsen, Managing Director, Carlsberg India.
Aspirational, inspiring, confident, fresh and sociable- the new Tuborg bottle is truly International. The new Tuborg packaging will be available in 330 ml and 650 ml across India by end of May.