Baron’s issues strong challenge

Singapore - Baron's Strong Brew has recently launched an above-the-line campaign challenging young male drinkers aged 18 to 24, to test their drinking abilities against Baron's Strong Brew.

Creatives were handled by BBDO and includes a can of Baron's Strong Brew placed atop a six-metre tall rock face, at The Heeren Shops. The campaign is a follow-up to a previous Baron's campaign launched in September last year, and bus shelter and bus ads for this year's effort have continued on with the familiar Baron's can behind barbed wire creative which ran in 2007.

The campaign objective was to present Baron's as the choice of strong beer for drinkers and position the beer as for the rugged, masculine and brave. The campaign ends 15 April 2008.