In the spring of 2023, Tuborg Grøn Sunsæt was launched to capture market share during the crucial summer period when the most beer is sold in Denmark. With its low bitterness and refreshing citrus flavor, The Grøn variant quickly became a bestseller even among consumers who do not normally buy beer. However, when data showed that seasonal beers held untapped potential, Sunsæt needed to be elevated from a Tuborg Grøn flavor variant to a dedicated Tuborg sub-brand, on par with Tuborg Christmas Brew.
The task was therefore to create and launch a new Tuborg summer seasonal variant, targeting the growing market for easy-drinking beers with lower bitterness among the 18-35 age group. WDP assisted with brand strategy, naming, merchandise, and campaign development, where the payoff underlines Tuborg’s community-focused platform: Summer. Sunsæt. Together. Additionally, WDP was responsible for pack and communication design.
The Sunsæt design needed to build on the successful launch from the previous year while standing independently within Tuborg’s portfolio. Therefore, WDP designed Tuborg Sunsæt from scratch with its own personality and an even more distinctive summer citrus vibe. The design had to be timeless, dynamic, and easy to understand while being distinct enough to stand out clearly on packaging, in on- and off-trade, marketing, merchandise, and at physical Sunsæt events that marked the arrival of summer and celebrated long, bright nights with Danes across the country.
The special Sunsæt pattern was made to convey a refreshing summer beer with a hint of citrus, the citrus shapes representing both a sunset and the product’s content.
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