To make sure that the new role of Tuborg within music culture will be clearly attributed to the brand we decided te-establish Tuborgs contribution from the bottle.

Introducing: the Tuborg Beat Bottle.

The beat bottle was endorsed by one of the most collaborative artists in the world: Major Lazer. To jumpstart the project Major Lazer crafted a Tuborg Beat. An open beat which served as a basis for other music artists to build upon. This Tuborg beat was then ‘bottled’ inside the Beat Bottle.

From the outside the Beat Bottle looks any regular Tuborg beer bottle. Except that it’s Major Lazer branded. But when it’s opened you set free the Tuborg Beat. Only once. Once it’s out, it’s over.

To jumpstart the project Major Lazer crafted a Tuborg Beat. An open beat which served as a basis for other music artists to build upon. So aim was to send the Tuborg Beat to artists all over the world, so they can create a track based on that beat. To transport that beat all over the world we created the Beat Bottle. To create the Beat Bottle we built a unique bottling machine. Designed and engineered with hardware and firmware, to bottle and seal the music in pressurised Major Lazer beer bottles.

Thousands of Beat bottles were put into boxes and spread to music artists all over the world. With an invitation to collaborate, build upon and share the Tuborg beat.

Hundreds of Music artists engaged. From local talent in Servia. Or Italy. To big names like Badshah in India. Scriptonite in Russia. Chris Lee in China. And many more. Each of them creating a track based upon the Tuborg/Major Lazer beat and bringing their own sound and lyrics to the Tuborg beat.

Combined over 100 unique pieces of content were created. Hitting media, blogs and social in all major markets.