Our first initiative was to launch the new Chang Beer bottle into the UK markets. Our trade launch events were designed to activate the brand with trade retailers and encourage large volume dealmaking. Events were held in London’s Southbank featuring live graffiti artists, a bespoke Thai boxing rings, spontaneous magic shows and personal appearances from Everton footballing greats. All bringing the new Chang Beer brand experience to life.
The marketing programme was extended into live stunts in London, which included ‘Massage in a Bottle’, where tired commuters are offered a relaxing Thai massage inside a giant Chang Beer bottle installation.
Alongside this we secured prime sponsorship of the UK Comedy Festival. For comedians and Chang Beer this event is the pre-cursor for the Edinburgh Comedy Festival, where new material is written and tested, and new acts are broken. This provided a terrific platform for social activity based around our campaigns ‘Brewed in the Land of Smiles’.