Chang Beer: Crafting a centuries-old tradition to bring modern Thailand to life

Thai alcoholic beverage company Chang Beer caused a perception shift by re-branding with a focus on Thai craft quality.

Campaign details

Brand: Chang BeerBrand owner: ThaibevLead agency: IrisCountry: ThailandIndustries: Beer & ciderMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Research tells us when people think of superior crafted products, they don't think of Thailand.

Yet a renaissance is happening in Thailand that is not only elevating the craft of its products, but also bringing pride to a nation of Thais.

Chang Beer wanted to highlight and celebrate this new era of Thai craft and Thai pride by tapping into Thailand's mystical culture and...

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