Marketer: Carlsberg Agency: Bartle Bogle Hegarty, Singapore
A beer marketer creates a lighter, sweeter beer to appeal to the palate of Chinese beer drinkers
[Hong Kong] Carlsberg hopes to grow brand awareness and sales among young, cosmopolitan consumers in Greater China with a product created specifically to appeal to the Chinese palate.
Carlsberg Chill is already available in Hong Kong and mainland China and may be introduced in other Asian markets where consumers find the brewer's flagship Green Label brand heavy and bitter to drink.
To make an impact in China, the world's fastest-growing beer market and already the largest by volume, Carlsberg came up with Chill, which is lighter-tasting and sweeter than Green Label, and therefore easier for Asian consumers to drink, said Ho Yen Yen, Singapore-based account director for Bartle Bogle Hegarty, the agency behind the launch campaign for Carlsberg Chill in Hong Kong.
Although Chill is not a "light beer," it is positioned in Hong Kong as light enough for consumers to drink all evening "to release a wilder side of themselves," said Ms. Ho. "We conveyed the message in the advertising with groups of individuals who look a bit animalistic, such as a snake girl, a cat girl, and the hero, a guy who is transformed into a lion."
Bartle Bogle was appointed by Carlsberg last spring in a pitch against Fallon Worldwide, which won the business in mainland China. The account was split between the two Publicis Groupe agencies "because the different markets needed different advertising. Our strategy worked well in Hong Kong, where consumers are more sophisticated, so the client decided to produce two films, one [by Fallon] for China and one for Hong Kong," said Ms. Ho.