San Miguel repositions Pilsen brand to target 'yuppies'

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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.

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