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Tuborg's Golden Lady threw the tray and joined the party




Updating the design and core story for Guld Tuborg and launching new variant

01 Task

Carlsberg and Tuborg came to us with a desire to update their beloved beer Guld Tuborg, which included updating the label with the iconic female silhouette, which carries a tray. Their goal was to ensure that Guld Tuborg remained relevant to current and future generations. Guld Tuborg - popularly 'The Golden Lady' - was supposed to be a beer you actively chose for when standing in front of the cold counter or at the bar. It was supposed to be a beer that assured the audience that tonight was going to be a good night. 

A desired result was a repositioning of Guld Tuborg as the overall brand in order to increase awareness among the target group 18-25 years. By extension, Carlsberg wanted a successful launch of the new flavor, Guld Tuborg Passion Fruit. 

But how do you update a brand that is known and loved in all parts of Denmark without losing exactly what makes it unique? Can you update the Golden Lady and attract a new demographic - without dropping the existing one on the floor?

02 Solution

We wanted to uncover how Guld Tuborg as a brand was perceived. Therefore, we initially started from a comprehensive consumer test of Guld Tuborg as a brand, the results of which we wanted to have dialog about with the best experts in the field. The rest of the process was therefore conducted in close dialogue with a number of opinion leaders and organisations, all of whom are concerned with gender and gender equality. Together, Holm and Carlsberg experienced a learning curve that made us wiser about the direction of Guld Tuborg in general and gave us insight into what the design should look like on the updated label. 

The new passion fruit flavor was launched at the electronic music festival Karousel and skater competition Copenhagen Open. We invited a number of influencers, all of whom took part in the launch and party. 

Through the mobilization of networks and the exchange of knowledge and views, we ensured that nothing in the update and launch was left to chance. This resulted in the updated version of Guld Tuborg Pilsner and Guld Tuborg Passion Fruit. Beer that exudes modernity when you meet it on the shelves and in the bars. The entire Golden Lady of Denmark no longer carries a tray. She has unbuttoned a beer herself and is ready to take part in a night you won't forget anytime soon. 


A relaunch with news value that hit the middle of the zeitgeist and led to breaking bars on the cover of Ekstra Bladet and push notifications from TV2

Extensive media coverage with features on national TV in Aftenshowet og Go' Aften Live as well as on P1 and P4

Over 30 clips in national print and web media

Mobilising and establishing a network across the Danish media and NGO world

Accumulated daily reach of 9,699,686 users

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Want to hear more?

Esben Berg Nielsen

+45 26 36 81 22
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Esben advices a number of our IT and tech clients. Esben holds a degree in communication from the University of Copenhagen and has a bachelor in Danish. He is also a co-owner of gallery VESS in Vesterbro.


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