New brand platform for the oldest soda in Denmark; the iconic Tuborg Squash.

The iconic soda, Squash, sold in Denmark since 1936, was after declining sales and lack of update along with a severe drop from the cultural heights it owned in the 80’s and 90’s, needed a new platform. Only 22% of Danes would like to be seen with a Squash in their hands.

Made legendary in the 80’s with a phrase, most Danes know; Are you finished? No, I’m Danish – and “Skuuashj” – the brief was simple, though not easy; become Denmark’s favourite orange-flavoured soda yet again. –

The final deliverable was a full brand book, where we’d defined new premis and values for the brand, brand story, brand position, RTB, new target group, a key market, new Demand Space and brand manifest.

What we initially realized; Denmark used to be an “orange country” – we’ve always loved the golden soda, and it’s sold more than Coca-cola etc. for many years. Yet in the past 10 years, there’s been a shift. Coca-cola flavours are now the top sold soda, followed by the sports (or lemon-lime) flavours. All lead by the biggest brands, who win by keeping their core product strong, and keep attention by introducing limited editions and additional spin-offs, which then steal market share from orange primarily. So, not only did we have to reintroduce Squash – we also had to find a way to repositiong it against industry strongholds like Coca-Cola and Faxe Kondi.

Following a massive amount of stakeholder interviews, field research, several analytical steps (finding cause, finding opportunity, finding direction) we defined the new platform as “Refreshingly original” with the dual meaning at the forefront. Squash is the original. Its name has become the category in Denmark, having all discount and private brands copy its name – even though the name just stands for production. Squash is also a product of a higher quality, and is actually harder to produce, than other soda. It takes finesse and skillset – and longer time – yet, when it’s produced, it’s fresh, right of the bat, where other sodas have to rest for a bit, before they are ready for consumption.

In conjunction with our work, we brought in design firm Everland, who created a new and updated design. Squash had over the years moved further and further away from its mother brand, Tuborg, and at the same time, loosing brand prefrerence and sales. Our goal was to bring Squash “back” to Tuborg again, and Everland nailed the design.

And everything took place during the first lock down, with the first stakeholder interviews being conducted on the first day of the actual lock down. We didn’t meet in person until we had to the final rounds of design choosing and approval of the final Brand Book.

Role: Head of creative strategy – planning
Agency: Another CPH