Iris Case Studies Revitalizing Chang Beer's Brand Through IoT Advertising Strategy

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	Revitalizing Chang Beer's Brand Through IoT Advertising Strategy Iris

Revitalizing Chang Beer's Brand Through IoT Advertising Strategy

Iris

Applicable Industries	Packaging
Applicable Functions	Sales & Marketing
Challenge	Chang, a popular beer brand in Thailand, was facing a significant challenge. The brand had not updated its advertising or packaging since its inception twenty years ago. As a result, it had earned the reputation of being the 'old man's beer' and was rapidly losing market share to more modern competitors. The beer, the bottle, and the brand were all in desperate need of a change. The challenge was not just about rebranding, but also about reconnecting with a younger, more modern audience and changing the perception of the brand. Read More
About Customer	Chang is a well-known beer brand in Thailand. It has been in the market for over twenty years and has built a strong customer base. However, the brand was commonly known as the 'old man's beer' and was losing its appeal among younger consumers. The brand was in need of a significant overhaul to regain its market share and appeal to a younger, more modern audience. Chang's customer base is primarily in Thailand, but the brand also has a presence in other markets. Read More
Solution	To address this challenge, Chang reformulated its beer to offer a crisp, new taste. Alongside this, the company also redesigned the bottle and created an entirely new brand platform. The new platform was designed to tap into the most important aspect of modern Thai drinking culture – friendship. A comprehensive launch film, social and print campaign was created to give the audience a fresh perspective on Chang, through a fresh perspective of Thailand. The company continued to engage its audience by inviting them to share their friendship anthem – that one significant song they always sing with their friends. This resulted in Chang's most successful campaign ever. Read More Log in to view content
Contents

Applicable Industries

Packaging

Applicable Functions

Sales & Marketing

Challenge

Chang, a popular beer brand in Thailand, was facing a significant challenge. The brand had not updated its advertising or packaging since its inception twenty years ago. As a result, it had earned the reputation of being the 'old man's beer' and was rapidly losing market share to more modern competitors. The beer, the bottle, and the brand were all in desperate need of a change. The challenge was not just about rebranding, but also about reconnecting with a younger, more modern audience and changing the perception of the brand.

About Customer

Chang is a well-known beer brand in Thailand. It has been in the market for over twenty years and has built a strong customer base. However, the brand was commonly known as the 'old man's beer' and was losing its appeal among younger consumers. The brand was in need of a significant overhaul to regain its market share and appeal to a younger, more modern audience. Chang's customer base is primarily in Thailand, but the brand also has a presence in other markets.

Solution

To address this challenge, Chang reformulated its beer to offer a crisp, new taste. Alongside this, the company also redesigned the bottle and created an entirely new brand platform. The new platform was designed to tap into the most important aspect of modern Thai drinking culture – friendship. A comprehensive launch film, social and print campaign was created to give the audience a fresh perspective on Chang, through a fresh perspective of Thailand. The company continued to engage its audience by inviting them to share their friendship anthem – that one significant song they always sing with their friends. This resulted in Chang's most successful campaign ever.

Impact #1	The rebranding and new advertising strategy had a significant impact on Chang's brand perception and market share. The brand was able to shed its image as the 'old man's beer' and connect with a younger, more modern audience. The campaign was not only successful in terms of numbers but also in terms of engagement. By inviting the audience to share their friendship anthem, Chang was able to create a sense of community and connection with its consumers. This resulted in a significant increase in brand loyalty and customer engagement. The campaign was Chang's most successful ever, demonstrating the power of a well-executed rebranding and advertising strategy.

Impact #1

The rebranding and new advertising strategy had a significant impact on Chang's brand perception and market share. The brand was able to shed its image as the 'old man's beer' and connect with a younger, more modern audience. The campaign was not only successful in terms of numbers but also in terms of engagement. By inviting the audience to share their friendship anthem, Chang was able to create a sense of community and connection with its consumers. This resulted in a significant increase in brand loyalty and customer engagement. The campaign was Chang's most successful ever, demonstrating the power of a well-executed rebranding and advertising strategy.

Benefit #1	13% increase in volume share in 16 months
Benefit #2	44.5 million+ reach
Benefit #3	19 million+ video views

Benefit #1

13% increase in volume share in 16 months

Benefit #2

44.5 million+ reach

Benefit #3

19 million+ video views

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Overview

Revitalizing Chang Beer's Brand Through IoT Advertising Strategy

Operational Impact

Quantitative Benefit