ABC is an established brand in Cambodia but is facing the problem of an aging consumer group & image. There is a need to recruit younger consumers (24-35 yo) into the brand by driving meaningful content to reintroduce to them the brand that has been well known as the symbol of success for generations.
Targets want to make the most out of like but doesn’t believe the ABC taste profile suited for them.
ABC Reserve – a fine whisky infused beer is invented to bring the best taste of beer and to create exceptional moments to the targets. In the launching period, an exceptional launching event was noticed with the support of ATL ads and OOH to spead the awareness of this new baby exclusively available only in Cambodia.
The launch of ABC Reserve was the talk of the town! With positive feedback from consumers resulting in increased interest and demand for the product for the intended target audience