E-Malt.com News article: Philippines: Asia Brewery Incorporated launches a marketing campaign for a flagship beer after a three-year break

Asia Brewery Incorporated (ABI), Philippines’ second-largest brewery, has launched an integrated drive to revive its marketing for flagship brand Beer na Beer (BNB), Brand Republic published on October, 14.

After a prolonged silence, BNB’s credentials will be conveyed to the consumers, the brewer said. There have been no significant advertising efforts or marketing presence for the beer during the past three years.

“There are prevailing market perceptions about BNB that need to be corrected now in terms of its product quality and brand image. Due to its lower price versus that of its competitors, its quality was perceived to be lower as well,” said Norman Agatep, MD and chief creative officer for Euro RSCG Manila.

The brand’s campaign is to target male professionals aged 25 to 35.


17 October, 2008