San Miguel repositions Pilsen brand to target 'yuppies'

Published on .

MANILA--San Miguel Corp. has repositioned its flagship beer Pale Pilsen to target young urban professionals. In a radical departure from previous ads starring mature or veteran celebrities, the new Pale Pilsen campaign features young career professionals drinking beer in a classy bar, says Alex Arellano, creative director, McCann-Erickson.

Explaining the shift, Alberto Manlapit, the company's spokesman, says:"As the core users grow older, the product image correspondingly ages with them and in no time is perceived as old by the current generation."

Copyright October 1999, Crain Communications Inc.

In this article:
Most Popular