‘We want to put you behind bars’ was the theme of the launch party organized by Carlsberg for Tuborg Green, one of Europe’s fastest growing premium beers for the 18-29 years old group. More than 500 party-goers turned up at dbl 0 to welcome this refreshing pilsner beer from Denmark to Singapore.
The party was an extension of the print and outdoor advertising campaign, as well as a pun on the word “bars. A specially performed skit centered around the Tuborg mascot standing trial for the murders of the bottle opners, compelte with courtroom drama provided by a judge, defence and prosecuion counsel. This was intersperesed with song, rap and dance numbers. The overall execution was similar to a mini-musical treat for the guests.
The launch venue was fashioned with bar grilles at the bar counters and all bl 0 staff were decke out in green/white striped prison outfits. Guests were also serve Tuborg Green by bartenders from behind the grilles for added realism.
