Challenges
To expand distribution and reach a wider audience in Southeast Asia, Carlsberg Asia signed an MoU with Southeast Asia’s everyday super app Grab. This strategic partnership covers four key SEA markets, and a holistic communications approach is required to build awareness of this collaboration.
Approach
To expand distribution and reach a wider audience in Southeast Asia, Carlsberg Asia signed an MoU with Southeast Asia’s everyday super app Grab. This strategic partnership covers four key SEA markets, and a holistic communications approach is required to build awareness of this collaboration.
Outcomes
- Increased brand exposure and awareness of Carlsberg’s mission.
- Generated +150 items of coverage across top-tier business, marketing trade, retail trade and general news media, driving visibility and positioning Carlsberg as a leading brand in the alcoholic beverage industry.
- The cumulative reach of all coverage amounted to an impressive 245 million with 100% positive sentiment, ensuring the brand’s messaging reached a substantial and appreciative audience.
- Achieved 100% key message penetration, ensuring clear and consistent communication of the partnership objectives and activations.
