Chang hadn’t updated its advertising or packaging since it first launched twenty years ago. Commonly known as the “old man’s beer” of Thailand, Chang was fast losing market share to more modern competitors. The beer, the bottle and the brand needed a change.
After Chang reformulated a crisp, new taste, we redesigned the bottle and created and entirely new brand platform tapping into the most important thing in modern Thai drinking culture – friendship.
A launch film, social and print campaign was created, giving our audience a fresh perspective on Chang, through a fresh perspective of Thailand.
We continued engagement by inviting our audience to share their friendship anthem – that one significant song they always sing with their friends. Resulting in Chang’s most successful campaign ever.