Insight: Around the world, global pressures seem to always be rising. They create immense tension and stress that push people to their boiling point. People are constantly looking for ways to release this pressure and find an escape.

Idea: Using Tuborg’s giant bottle – the Tuborgflasken – we will develop a live and digital brand experience with a world pressure gauge, called the Beerometer, to actively measure stress levels based on news, weather, pop culture, and more. Once the Beerometer hits 100%, steam will rise from the Tuborgflasken to release the pressure.

To globalize the experience and encourage connection in hard times, Tuborg will post teaser and interactive content on social media, host live streams on Twitch, Instagram, and TikTok, and partner with bars globally to give out 100 free Tuborgs when the Beerometer hits 100%. These bars will play live streams of the Beerometer throughout the campaign, creating buzz and engagement with bar-goers.