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To ensure credibility and impact, Royal Beer looked to recruit successful Danish bands for the cooperation. In 2010, Royal Beer cooperated with the rock band Kashmir and in 2011 with the Danish punk band Sort Sol. The key challenge for the cooperation of the different partners within Tak Rock is to fuse their individual and specific needs together for a common cause. As it can be seen in Figure 5, Tak Rock was successful in putting complementary interests together. First, for the bands Kashmir and Sort Sol, the Tak Rock campaign was an opportunity to support the growth of the Danish rock scene in general. In a sense, they could ‘give something back’ to rock music through their participation, including guiding and coaching the selected bands. Additionally, 4


Need of venues


Need of finding new talents

Rock Talents Need of being seen

Need of a helping hand

Need of a good cause

Royal Beer

Challenge and stimulate Danish rock and create a breeding ground for new talent Find and fertilise the best Danish rock talents in Denmark Improve the framework for rock talents, so they would get easier access to venues and thereby crowds Donate a quarter million DKK to the talents

Music industry

The aim of Tak Rock was to:

Figure 5: The identification of needs of the parties involved

Need to learn the terms of success


This sponsorship idea was formed for Royal Unibrew by the Danish advertising agency DDB Danmark (DBB). The idea behind this sponsorship was to build a new promotional approach that involves ‘story telling’ rather than the traditional advertising tools which are increasingly being rejected by consumers. The connection between drinking beer and listening to music has often been used in advertising campaigns. However, according to Morten Sune Jonas, Group Account Director at DDB, both the music and the beverage industries are increasingly experiencing inertia. Therefore they were both in need of a good campaign to boost their industries. DDB identified the traditional customer of Royal Beer as a middle-aged man, typically living in the province. The goal was to expand this target audience and appeal to a new, younger and more urban target group. Looking for a completely novel and creative campaign, the idea of Tak Rock was born: It would be Royal Unibrew’s chance to get deeply involved in the music business, by searching for new rock talents and giving them the chance for a breakthrough of their career.

Need of events to the customer


n 2010 Royal Unibrew started its initiative Tak Rock (Thank you Rock), giving upcoming bands a chance to become the warm-up gig for concerts of big, successful bands4 within rock music. The competition is carried out through the Royal Unibrew website, where upcoming bands publicly upload their music. Using the cooperation with the music promoter LiveNation, Tak Rock can offer young bands the unique chance to play at different music venues in all of Denmark. According to Royal Unibrew, the purpose of Tak Rock is to support and give something back to rock music.

they could use the campaign to benefit the marketing of their own music. Secondly, since musicians’ earnings from music sales have been decreasing drastically in the last decade, the industry generally needs to think in alternative models of collaboration to create new growth. In addition, the music industry needs to identify new talents and here Tak Rock was an efficient way to find these new talents. Thirdly, young bands are frequently lacking platforms where they can showcase their talent. Here the HoReCa (Hotel/Restaurant/Cafe) customers of Royal Beers enter the picture: HoReCa can provide these platforms by letting new talents play at their venues. Since they need to create a new customer flow during the recession, they are interested in the innovative campaign. Lastly, Royal Unibrew needed a good cause, which could give the label some edge and attract a slightly younger, more modern and urban crowd. According to Michael Schiedel, Marketing director at Royal Unibrew, Royal Unibrew wants its product Royal Beer to equal rock music in the consumer’s mind.

Need to give back to rock music

5.b. Royal Unibrew’s ‘Tak Rock’ Campaign


In addition to this, the creative platform had to make sense for the consumers. Here it was important that the sales dimension faded into the background and that the cause came into focus. This way the consumer could participate in the campaign through what might be called ‘story building’. In this sense, the customer is not only the passive consumer, but actually becomes an active co-creator of the campaign. The campaign has proved to be a major success. In 2011 several bands from the Tak Rock

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