Tuborg Ice Launch: A Cross-Channel Freeze-Out
The city was boiling. We made it freeze
Industry
Beverage / FMCG
Clients
Tuborg (via agency)
My Role
Social Media Strategist & Campaign Lead (Social + OOH Integration)
Deliverables
Influencer Strategy
Social Media Campaign
OOH Integration
Campaign Messaging
Cross-Channel Activation
How do you stop Gen Z mid-scroll?
We needed to launch Tuborg ICE, a new product that called for more than just attention. It needed a cultural moment. In a world on fire, both literally and metaphorically, we brought the chill. Our mission was to create a visually stunning, immersive, and cross-platform campaign that made Gen Z stop, watch, and engage.
In a world that boils...
Where the weather forecast sounds like the end of times Here comes Tuborg ICE, to freeze the way we think… I mean drink!
The campaign was rooted in three key pillars:
Bold visual storytelling that stood out on social feeds
Seamless cross-channel activation connecting online and offline
Influencers as our loudest and most effective megaphones
Social First - But, far from only
To launch, we activated 25 macro and micro influencers to post a single, coordinated photo on the exact same day, creating a synchronized scroll-stopping moment. No explanation. Just ICE.
This drove instant curiosity and virality.
The buzz spilled offline. A mystery OOH billboard appeared in the heart of Belgrade: a frozen screen with a countdown. Pedestrians were invited to melt it by posting with the hashtag #otopime (“melt me”). Each post brought the temperature down and revealed more of the campaign.
The billboard and website countdown synced to a grand reveal moment, with the tagline: “ICE TO MEET YOU.”
The day after, the icy wave continued across every platform, and Gen Z’s biggest celebrity face joined the ICE Age. Their followers followed.
Then came the final layer: Tuborg’s very own ICE song.
Execution
Results
Massive spike in brand mentions within 48 hours of the synchronized influencer drop
#otopime trended locally, triggering thousands of user-generated posts
Billboard-to-social interaction exceeded projected benchmarks by 3x
Campaign recognized for best-in-class integration of OOH and digital
Delivered the “iciest summer” the region had seen and made Tuborg ICE a Gen Z staple