Carlsberg Malaysia: Somersby sweet surprise
Company: Alpha 245Country: MalaysiaCategory: B2B
Campaign strategy
In the business context, quality of interpersonal relationships often turned out to be the 'deal-breaker or maker' in an otherwise close contest. Therefore, gestures to foster strong relationship were considered 'must-do initiatives', especially during auspicious occasions. One such occasion was the Chinese New Year, where every business entity would reach out to wish their media and business partners prosperity, abundance and fortune.
Given the large networks that most business today had, more often than not, the actual gesture turned out to be a...