Applicable Industries
- Packaging
Applicable Functions
- Sales & Marketing
About The Customer
Chang is a well-known beer brand in Thailand. It has been in the market for over twenty years and has built a strong customer base. However, the brand was commonly known as the 'old man's beer' and was losing its appeal among younger consumers. The brand was in need of a significant overhaul to regain its market share and appeal to a younger, more modern audience. Chang's customer base is primarily in Thailand, but the brand also has a presence in other markets.
The Challenge
Chang, a popular beer brand in Thailand, was facing a significant challenge. The brand had not updated its advertising or packaging since its inception twenty years ago. As a result, it had earned the reputation of being the 'old man's beer' and was rapidly losing market share to more modern competitors. The beer, the bottle, and the brand were all in desperate need of a change. The challenge was not just about rebranding, but also about reconnecting with a younger, more modern audience and changing the perception of the brand.
The Solution
To address this challenge, Chang reformulated its beer to offer a crisp, new taste. Alongside this, the company also redesigned the bottle and created an entirely new brand platform. The new platform was designed to tap into the most important aspect of modern Thai drinking culture – friendship. A comprehensive launch film, social and print campaign was created to give the audience a fresh perspective on Chang, through a fresh perspective of Thailand. The company continued to engage its audience by inviting them to share their friendship anthem – that one significant song they always sing with their friends. This resulted in Chang's most successful campaign ever.
Operational Impact
Quantitative Benefit
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