Opportunity

A global beer brand with a strong presence was struggling in new South East Asian markets. The appeal was lost in new cultures and the client needed to act fast. The challenge was how to remain true to the global brand but appeal to local drinking culture?

Solution

Cimigo to the trade and spent time with consumers in bars, clubs and restaurants. We knew that local consumers were not getting it and we knew we had to refine the brand to meet it. Cimigo worked to understand the difference between the brand promise and the brand experience. Only by digging deep into the local culture and immersing ourselves could we develop a locally relevant expression of the brand which resonated with the trade and consumers alike.

Better choices

Cimigo synthesised the findings to deliver a refined positioning platform that resonated with the local identity (and got a nod of approval from the global brand custodian).

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