In 2023, at Copenhell Festival, a unique Tuborg beer pack shaped like a coffin containing 18 beers debuted.

It was a tribute to heavy metal culture and symbolized the devil’s number: 6+6+6=18 beers. Created as a school project, but became a part of the real festival. The coffin won a SPOT:ON Activation Award for Innovation and Execution in 2023. This innovative product brought festival-goers together around a distinctive beer pack, directly reflecting the identities of both Copenhell and Tuborg.