The campaign ran for the first four months of 2025 in many formats, including Outdoor and a beautiful film that focussed on the generation gap between young and old. Finn Nørbygaard made a comeback with "Skvaas" and faced actress Anne Sofie Skovlund Nielsen.

According to figures from Nielsen Research, sales of Squash soft drinks increased by 261.5 per cent in volume, which corresponds to a growth of DKK 20 million.

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The project that proved interaction creates results

When Tuborg was relaunching their iconic Squash brand with new sugar-free flavours, there was a unique opportunity to experiment with outdoor as a central part of the campaign. And the success started with the right collaboration between Bauer Media Outdoor, the client and their agency Dentsu. Instead of outdoor being added as an add-on to the media plan afterwards, we were invited in from the start in a larger brainstorm and dialogue about possibilities and surfaces.

There were many factors to consider: sampling, activation of the younger target group, new content and, not least, how we could create illusions of fridges on digital surfaces.

Creative utilisation of Nørreport's potential

We chose two strategic locations at Nørreport Station: the transfer tunnel and dominas on the entire Nørreport metro. In weeks 6 and 7, 2025, the campaign ran over two intensive weeks, combining multiple formats for maximum impact:

Formats:

• Metro screen doors above-format
• Escalators, wall banners
• Digital content
• Play National for wide coverage
• 4 x sampling events

The classic "Skvaas" was transformed, made more modern with the characteristic yellow colour. We managed to use the formats creatively and utilise the surfaces optimally, resulting in a great execution throughout.

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When effort yields results

Charlotte Høgh Damgaard from Carlsberg points out that "it's not just a format that has made the success, but especially the takeover of Nørreport metro and sampling a lot of Squash to Danes has been a success. It's all the things we've launched that work together to lift the campaign and have ensured its great success."

Rasmus Lundorff, Senior Manager Create & Engage at bauer Media Outdoor says "It was really great creative and very inviting - exactly the type of project where we get the opportunity to experiment and stay curious about new ways of approaching outdoor. The results speak for themselves: not only the impressive sales figures, but also the way the campaign has changed people's perception of Squash as a modern brand for young people. This is exactly the kind of outdoor effort that proves the power and possibilities of outdoor media when used strategically and creatively from the beginning of the project."

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