TUBORG BEER LOCALIZATION

Tuborg is 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.

Due to the nature and time line of the project, we were tasked with adapting Tuborg’s global “3rd Generation” aesthetic while injecting some regional flair.

The global tag line 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 front-runners. 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 tag line 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 tag line, we wanted the word to immediately be a reference to Tuborg.