Asia Brewery expands Publicis Manila's role

Asia Brewery Inc. (ABI) has appointed Publicis Manila to lead the creative account for its Beer na Beer brand for a possible relaunch, following a four-way pitch.

Publicis Manila picks up its second brand won from ABI, on the heels of the Tanduay Black account it secured late last year. The agency scooped the Beer na Beer account from Draft FCB, Havas and Aspac in a competitive pitch.

After a string of unsuccessful attempts at a re-launching Beer na Beer, Jayel Ladioray, Publicis Manila's executive creative director, said he presented a much bolder approach to breath new life into the iconic brand.

"The product is good, there's no doubt about that. Through this campaign, we will make sure that people will appreciate it for what it is. The campaign will be something that this category has not seen before", explains Publicis Manila's executive creative director, Jayel Ladioray.

"We came in with a strong recommendation only considering what will be the best for the brand. Client's comfort levels, well even our own, were challenged. I guess the risk paid off", said Matec Villanueva, chief execuitve at Publicis Manila.