World: Thai beer Singha plans global expansion, prepares international advertising campaign

Thai beer brand Singha has appointed Publicis as its first international agency ahead of a major brand-positioning drive and global expansion, Marketing Magazine reported on June, 16.

Singha is to launch an international campaign that will run in countries including the UK, US, Australia and Japan.

The initial focus of the work will be on the themes of 'traveller experience' and the 'travelling spirit'. The brand is aiming to shift into the mainstream market, rather than competing with niche beer brands.

Publicis has been briefed to position Singha, which has been available in the UK since 1976, as a more premium product compared with other Asian beers such as Cobra and Tiger.

Singha beer is sold in some supermarkets, including Tesco and Waitrose, in 650ml bottles, but has a stronger presence in the on-trade in bars and restaurants. The brand is now in advanced talks with retailers about widening its distribution, with plans to roll out its single-serve 330ml bottles in stores for the first time.

17 June, 2009