CONTEXT
Thailand’s #1 beer, Singha Beer, was being sold predominantly in Thai/Asian channels. They wanted to expand brand engagement beyond these traditional channels and occasions, elevate the brand among more influential LDAC consumers worldwide, and globally connect the Singha Beer brand to the idea that “Singha Transports You.”
WHAT WE DID
Strategy, Brand Positioning, Global Artist Collabs, Film/Broadcast, Consumer & Trade Print, Outdoor, Digital, Social (Paid/Organic), PR, Experiential, Collateral, and Sports & Entertainment Sponsorship Activation
OUTCOME
GERTRUDE led global AOR duties for Singha Beer, spanning North America, Europe, and Asia. GERTRUDE’s “Singha TransPortraits” campaign positioned and raised awareness for Singha Beer globally as the premium imported Thai lager that is enjoyed by young adult (LDAC) tastemakers around the world, via alignments with international art, music, and nightlife hotspots. The campaign’s global branding also incorporated Singha’s key sports and entertainment partnerships including ManU, Chelsea, and the Hangover II.
GERTRUDE’s campaign spanned 4 months; 11 events in 6 cities on 3 continents; featured 6 international artists; increased North America case sales by over 150K; opened 15 new accounts in 6 global markets; created over 400% Increase in social media interaction; and generated over $40M in Advertising and PR Value and over 1 billion impressions worldwide.