The Carlsberg global agency shake-up continues. It’s Tuborg’s turn.

Tuborg wants to be in with the young crowd. In recent years, the brand has aligned itself with music. Last year, it collaborated with online music publication, Pitchfork, to create Tuborg Music Hunters.

It has collected a network of young ‘hunters’, who film and document their trips as they travel to and from festivals around the globe, and a website showcase for their efforts.

And it sponsored the NME Awards.

A drink brand – alcoholic or not – aligning itself with music to reach Gen Y is not exactly a unique strategy. So it will be interesting to see who wins the pitch and with what.

Sid Lee’s Amsterdam office created Tuborg’s most recent global ad campaigns after being appointed to the business in 2013. Carlsberg thought the work was hot at the time. The brand had perhaps not yet seen Australia’s Kotex campaign…

“The campaign builds on the on the cultural ‘FOMO’ trend, or ‘Fear of missing out’, and encouraging a positive attitude… ‘Always Say Yes’ is the new global campaign for the brand reinforcing an image transformation that took place in 2012 and is seen as an important strategic move as the brand looks to build stronger links with its target consumers’ lifestyles.” [Carlsberg]

Sid Lee also handles advertising for the Carlsberg-owned Kronenbourg 1664.

Carlsberg’s advertising roster includes Fold7, JWT, McCann, Saatchi & Saatchi and Santo. All roster shops can pitch on briefs across Asia, Europe and the Middle East.

OMD handles the bulk of Carlsberg’s AU$183.5 million global media business. It won the account in 2013 after a four way pitch. ZenithOptimedia oversees media in China.