BACKGROUND

Cambrew is a wholly owned subsidiary of Carlsberg Group (headquartered in Copenhagen, Denmark) since 2019. Carlsberg’s story in Cambodia could date back to 2005, where the Group entered the market with a joint-venture partnership with Cambrew by holding 50% of its stakes, and later increased its stakes to 75% in 2018. Cambrew has adapted the modern European standards from Carlsberg Group, and carries along its all-time high standards, culture and excellence throughout the entire production chain.

Today, Cambrew offers various range of consumer choices of well-known beers brands, including a number of international premium brands such as Carlsberg, a top international beer brand and national brands – the iconic Angkor Premium Beer, a leading national brand recognized by Cambodians by its slogan ″My Country, My Beer″. Cambrew also has the exclusive rights by Pepsi Co. to manufacture and distribute beverages in Cambodia, including Pepsi, Mirinda, 7-Up, Sting and the exclusive rights by Boon Rawd Brewery to distribute Singha beer.

CHALLENGE

To maximize impact and expand their five-year strategy (2022-2027), under the ESG Program, ‘ZERO Irresponsible Drinking, Cambrew (Carlsberg Cambodia) implemented a multi-channel marketing strategy, utilizing social media, company and influencer partnerships, and experiential events with an expertise agency like us.

Cambrew inititated a campaign to work with us to spread their responsible messages and engaged customers, stakeholders and partnership through interactive contents, videos, and events. The content also included a challenge encouraging consumers to share their behavior as a responsible drinker. Moreover, Cambrew has partnered with a hi-tech hailing ride, Grab Cambodia, to create a safer community for all consumers and ensure that all products are consumed responsibly by the consumers.

OUR APPROACH

To support the campaign, we have set up both online and offline communication strategies related responsible beer consumption such as:

ONLINE ACTIVITIES:

  • Promote and recall the campaign through employee engagement and leverage key message on Cambrew social media
  • Work on social media content and video production to boost engagement and promote campaign awareness.
  • Promote and recall the campaign through employee engagement and leverage key message on Cambrew social media

OFFline activities:

  • Launch the campaign with relevant stakeholders such as government & NGO sectors, Grab ride-hailing company and Grab driver, media partners, Cambrew beer outlets, Cambrew employee
  • Distribution of Grab promocode standee to Cambrew outlets

With the scope of work involves:

1

Campaign

Launching Video

2

Campaign

WRAP UP VIDEO

3

CAMPAIGN LAUNCHING

EVENT MANAGEMENT

4

DIGITAL ASSETS TO

PROMOTE THE CAMPAIGN

OUR RESULT

The campaign launch featured a partnership between Cambrew (Carlsberg Cambodia) and Grab in promoting road safety and responsible drinking. The “Celebrate Responsibly” campaign generated over 1 million social media impressions and significantly increased brand recognition. The launching event also attracted numerous stakeholders, partners, and influencers to join the campaign event. The success of the campaign highlighted the power of interactive initiatives in building brand loyalty and community engagement while driving measurable company results.

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