In mid-2016, Cambrew was preparing to launch Tuborg beer in Cambodia. After an exhaustive search of all the design and communication agencies in Phnom Penh, they signed with Branderz, where I worked as a Creative Director.
TUBORG KEY VISUAL LOCALIZATION PROJECT FOR CAMBODIA
Tuborg is an international brand enjoyed in more than 70 countries around the world. Tuborg’s name has become known throughout the world for its exceptional quality and refreshing taste.
Tuborg Green is a bottom-fermented lager brewed on a lager malt, with mild and fresh taste as well as the aroma of flowers and grain. It is medium rich and lively with a moderate bitterness in the aftertaste.
Due to the nature and timeline of the project, we were tasked with adapting Tuborg’s global “3rd Generation” aesthetic while injecting some regional flair.
The global tagline for Tuborg is ‘Open For More’ or ‘Open For Fun’; our job was to make it more Cambodian. Over a series of brainstorming sessions, we came up with dozens of ideas. We arranged these from more to less adventurous and did some focus testing. From those workshops, where we got so much valuable information, we narrowed down to 3 frontrunners. At the head of the pack was ‘Pop Pliem, Sabay Pliem” a catchy phrase which translates into ‘Pop Instantly for Instant happiness’
Along with successfully translating the global tagline to Khmer, we wanted to introduce an element we could own. We focused on the English word ‘Pop’ to do this. While the word exists in the consciousness of Cambodian people it’s ill-defined. With our new tagline, we wanted the word pop to be immediately a reference to Tuborg.