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?


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.


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).

Morning relief

May 28, 2021

"It is all I can do to get them presentable and clean in the morning.

Innovation programme

May 28, 2021

Strong pressure to come up with product concepts to revive a

Discovery programme

May 28, 2021

A dominant player in a fast moving category embarked on