ABC Extra Stout battles the elements

Singapore - ABC Extra Stout has launched a new credentials campaign using the different elements of nature, like fire, waves, and lightning, to represent and cultivate its brand character.

Targeting male consumers 30 to 35 years old, its key message to is that ABC Extra Stout is a drink that is rewarding, embodies strength power and great endurance, and one that can be consumed with their peers on various occasions.

With the aim of achieving both impact and reach, it launched an OOH campaign which included island-wide coverage on Clear Channel's bus shelters and other outdoor media. The media and creative duties were handled by both Mindshare Singapore and The Alchemy Partnership respectively.

Its flagship shelter is at Pearl Centre, where on the bus-top, a glass of ABC Extra Stout is seen parting ‘waves' with its 3D bus shelter and 3D 6-sheet posters creative.