Chang Beer taps into Iris Singapore for global activation push

Iris Worldwide is expanding its relationship with Chang Beer to now cover the Singapore market. The agency is set to embark on a series of global activation initiatives for the iconic Thai brand.

Having worked with Chang Beer from its Sydney and Bangkok offices since 2014, Iris’ Singapore office will now extend its partnership and work with the brand’s global activation team, to develop new participation platforms to drive awareness, engagement and trial.

The move comes months after Iris Singapore decided to part ways with Heineken stating that it was a “strategic decision not to continue as it looks forward to focusing on new opportunities.” The agency in the past, worked with the brewers to launch campaigns such as the Heineken Office Chair Race, the Heineken Social Christmas Tree, Heineken Green Room, the Heineken Passport, and launch various packaging innovations, Zoukout activations.

With the new partnership, Iris’ first campaign for the leading Thai beer will be called “Chang Sensory Trails” which is a multi-sensorial playground built to create new memories around Thai iconic flavours. The trails will run in Singapore, US and the UK, with its first stop in Singapore on 20th August at the Bayfront Event Space.

Celebrity chef and Thai Culinary Ambassador, Jet Tila will be partnering with some of the island’s finest Thai restaurants to curate unique food experiences based on his own personal memories. From live music, art, delicious food and great beer, Chang Sensory Trails has all the ingredients to show off the modern Thai provenance of the brand.

Ronnie Teo, global head of marketing – Chang Beer, said, “As we rapidly grow our presence around the world, we need an agency that can create cut through and memorability. iris has shown strong strategic thinking and creativity to further build Chang’s equity and business.”

Craig Mapleston, managing director at iris Singapore, said, “We are excited to partner with a like-minded client such as Chang. They have built brilliant success in Thailand and have a bold plan to replicate that around the world.  We’re looking forward to helping them on their journey.”

Last year, the ThaiBev beer brand rebranded itself to Chang Classic. The rebranded beer will bear a revamped liquid profile and packaging. The new primary packaging sports a more contemporary look with a refreshed green colour and a long-necked masculine shape. With the new packaging Chang aims to stay relevant among the changing young consumers’ tastes and preferences.

With the rebrand, Chang hopes to encourage greater consumption of brand hopes to propel itself as a global beer brand by 2020.

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