Question

Topic: Branding

Relaunch And Re-branding A Beer

Posted by Anonymous on 6/8/2010 at 2:57 AM ET 250 Points
I have a client who want to re brand a beer and the would like to do a mega launch event in one of the most crowded club in town. My client want the event to carry the message of masculine, metropolitan and young. We have to come up with an event which attracts young crowd age between 25-30 years old and urban metro-sexual lifestyle. At the same time something to attract the crowd and remember the name of the beer. In other words, become a household name when ever people wan to drink beer. If any one have any idea or suggestion on what event that we could do to boost up the name and attract the crowd, please do leave a comment.thank you
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RESPONSES

  • Posted on 6/8/2010 at 9:23 AM Accepted
    Where? What is the current positioning for the beer brand? Why does the client want to change that?

    It is much harder to change a brand's image than it is to launch a new brand. We'll need to understand the situation much better if we're really going to be of any help to you.
  • Posted by NovaHammer on 6/8/2010 at 4:41 PM Accepted
    Some say the Metro Sexual man has given way to the Metro Textual. Let us know more about your client, the current beer and other stuff requested above and in the mean time this might be interesting for you....

    https://feed.belowthebelt.org/2010/01/mortis-metrosexualis-death-of.html
  • Posted by BizConsult on 6/8/2010 at 7:09 PM Accepted
    It would be very helpful to know the brand name of the beer as well as the town/country!

    Agree with mgoodman: It could be easier to launch a new name than rebrand an existing name. Sounds like you're trying to change some stale or negative equity/imagery (or why else would you change it at all!?) Changing preconceived perceptions / imagery / equity is usually harder than starting with a clean slate.
    Steve

  • Posted on 6/9/2010 at 2:50 AM Author
    Thank you for the comment. In fact this is not a new brand but is already in the market for quite sometime. The name of the beer is ASAHI beer. This is originated from Japan and previously the sole agent for this brand is carry by other company but this company didn't manage to market the product successfully in M'sia. Now my client is appointed by the Japanese company as the sole distributor here and they want to re-launch and brand it as one of the most wanted beer among the young executive or youngster between the age of 25 to 30 years old.
  • Posted by NovaHammer on 6/9/2010 at 5:26 PM Member
    Connect with the music /dance/ DJ scene STUDIO.
    Sponsore RAVES.

    Connect with the IT generation launch it as ASAHI 2.0

    or hookup with proven market movers.

    Mega events have always helped make a splash contact

    https://www.thejetstargroup.com/

    See their client list for similar success stories.


  • Posted on 6/12/2010 at 1:12 AM Accepted
    You can stage a rock band concert (with the hottest local rock band) at the hottest club in town. In between gigs, tell something about the beer. Make it a grand relaunching with banners and backdrops. Have a free flow of ASAHI beer during the launch and include some games. Of course you have to collect a cover charge to cover a portion of your expense.
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