Iris Sydney delves into the South East Asian market with Thai beer company, Chang.
Iris Sydney has created a South East Asian focused campaign for Chang beer titled 'Taste the Unexpected'.
Targeting male beer drinkers aged 21-35, the concept of the campaign is to showcase the region in a new light, avoiding tired stereotypes of Bangkok, as well as more generally celebrate friendship.
Chang Beer head of global marketing Ronnie Teo says: “Since we appointed iris as our brand agency in 2014 the brand has seen incredible growth both locally and globally.
“We've enhanced our packaging and our overall brand language; we are now rolling out a range of brand communications and brand experiential platforms to further uplift consumer perceptions of the brand."
Iris Sydney creative director Jon Kelly says: “We wanted to flip the expectations of a Chang beer ad on its head capturing the full glory of Bangkok’s energy and randomness without a Tuk-Tuk or Full Moon party in sight.”
The integrated campaign will run across TV, print, OOH and digital throughout the year.
