Agency: Taxi Studio
Project Type: Produced, Commercial Work
Taxi Creates a Thoughtful Limited Edition Bottle for Tuborg…
Tuborg is an international brand enjoyed in more than 70 countries, a name that has become known throughout the world for its exceptional quality and refreshing taste.
As part of Tuborg’s bid to become a beacon brand in youth culture, it wanted to launch a Limited Edition bottle design for Russia, a key market. The objective was to engage with consumers in a way that traditional media legally can’t.
Packaging is a key brand communication tool in Russia, and in order to maximise the opportunity for dialogue with consumers, Taxi Studio was briefed to create a design solution that jumps off the shelf, connects with the target audience and makes them feel that Tuborg is the home party starter.
Taxi’s solution came directly from Tuborg’s iconic label shape. The shape, known as the Clockman, provided the perfect vehicle for thought… more specifically, the thoughts of the target audience.
Taxi reimagined the Clockman as a simple thought bubble, and invited consumers to take part in a countrywide conversation about the art of partying with Tuborg.
A full shrink sleeve, printed with a matt varnish provides consumers with an easy to write-on surface. The bottle graphics direct consumers to write a statement or word in the thought bubble and then submit online.
Taxi Studio Design Director, Jonathan Turner-Rogers, comments, “We wanted to reflect Tuborg’s spontaneous and highly creative personality directly into the packaging. Tuborg is a brand that likes to challenge conventions… it’s a positive provocateur, so when we presented this design it resonated perfectly with the brand’s marketing team. We are very much looking forward to peeking into the psyche of the target audience when they lay bare what’s on their minds, and submit their thoughts online!”
Tuborg Russia Brand Manager, Aleksandr Belkin said: “We always have high expectations of Taxi Studio, and this time they’ve raised the bar even higher. Their brilliant proposal for a consumer-generated ‘limitless limited edition bottle design’ for Tuborg will certainly resonate and engage with our target audience.”