Agency: J. Walter Thompson Bangkok
In Thailand, 95% of beer sales come from local beers with local prices. Heineken is a global, premium beer and priced as such. The brand needed to increase sales by justifying to Thai drinkers that Heineken is worth paying for.
What we found was that Thais equate the value of their drinks to the quality of the environment they are in. The more pleasing the venue, the more they are willing to pay. This insight became the basis of our campaign strategy: to make Heineken a beer worth paying for, we first...