Chang Beer
Communications
Consumer
Utilising unique experiential activity to bring Thailand’s most famous beer to the forefront of the UK market.
Chang Beer is one of Thailand’s most recognisable beers.
Despite this, many in the UK were only familiar with the brand from backpacking travels and Everton football shirts.
As their UK brand and communications agency, Chang asked us to make the brand more relevant in the UK beer market and increase sales through restaurants, bars and supermarkets.
Working closely with Chang’s global marketing team, we developed a creative and comms strategy designed to engage with a younger audience, including a programme of experiential events within live music, world food and comedy festivals across the country – each supported with social activity, trade and consumer PR.
The biggest of these included our ‘Massage in a Bottle’ experiential event at Westfield Stratford and sponsoring the Machynlleth Comedy Festival, where our branded tuk-tuk ferried headline comedians and celebrities while capturing short films, and our bespoke ‘Green Room’ bar sparked an entirely spontaneous 14 act show.
Through the effectiveness of our on-trade roadshow, we were able to position Chang as the go-to beer for independent Thai restaurants and got the brand stocked in major UK supermarkets, including Tesco and Asda.
266% Increase in engagement on social media.
7,000 People engaged at the Machynlleth Comedy Festival.
