Tuborg or Dare

86% of Gen Z are feeling bottled up by expectations. In a world of repetitiveness, 3/4 of Gen Z say they crave novelty. So, instead of doing things they have to do, Tuborg will encourage challenges they dare to do. Dare to break loose with 'Tuborg or Dare'. Using Tuborg’s iconic pull-off cap to scratch off a dare on the bottle, 'Tuborg or Dare' is a brand and packaging experience that will never go flat. Designed to release Gen Z from negative pressure through camaraderie and connections, creating a feeling that anything could happen anytime you open a Tuborg.