Challenges

Differentiating a responsible drinking campaign to ensure the brand stands out among peers in a fiercely competitive market by fostering a positive brand image, building consumer trust, and showcasing that Carlsberg is leading the way in promoting a culture of responsible consumption. Create campaign assets that drive impact by leveraging innovative messaging and strategic partnerships.

Approach

Developed a compelling narrative and storytelling framework, establishing clear communication guidelines to ensure consistent message delivery across markets. Created unique and impactful key visuals and assets for each e-commerce partner, meticulously crafted for effortless integration and customisation to perfectly complement local market initiatives.

Outcomes

• Achieved 100% key message penetration across all channels, earned and owned.
• Crafted compelling communication content to deliver a powerful and impactful narrative across eight markets (Cambodia, Hong Kong, Laos, mainland China, Malaysia, Myanmar ,Singapore, Vietnam).
• Maximised campaign launch announcement reach through coverage secured in top APAC media titles across business, technology, F&B, marketing and retail trade beats.

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