Danish Brewing company Carlsberg promoted its Tuborg OPEN campaign in Moscow last weekend with a music event headlined by dance group Major Lazer.
The campaign has seen artists from all over the world creating a song using the same beat, developed by Major Lazer, and taking inspiration from their home towns.
“We’re all part of a global culture now," said DJ and producer Diplo.
"People are open to inspiration from across the world, not just their own backyard. There’s a constant conversation between America, China, India, Russia — through hip-hop, rock and roll or dance hall.”
Tuborg says that its beer is 'made for global exploration and discovery' of both lager and music, which it has promoted by supporting the some of the biggest festivals such as Glastonbury, Roskilde, Monsoon and Greenfest.
“As one of the most collaborative groups in the world, Major Lazer has been the perfect creative partner to connect the different cultures, genres and artists involved - all of which were brought together at Tuborg OPEN Fest in Moscow this weekend,” said Tuborg global marketing manager Ashvin George.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Francesca Volpe. Click subscribe to sign up to ESM: The European Supermarket Magazine.