Cambrew is a wholly owned subsidiary of Carlsberg Group (headquartered in Copenhagen, Denmark) since 2019. Carlsberg’s story in Cambodia began in 2005, where the Group entered the market with a joint-venture partnership with Cambrew by holding 50% of its stakes, and later increased its stakes to 75% in 2018. Cambrew has adapted the modern European standards from Carlsberg Group, and carries along its all-time high standards, culture and excellence throughout the entire production chain.
Today, Cambrew offers various range of consumer choices of well-known beers brands, including a number of international premium brands such as Carlsberg, a top international beer brand and national brands – the iconic Angkor Premium Beer, a leading national brand recognized by Cambodians for its slogan ‟My Country, My Beer″. Cambrew also has the exclusive rights by PepsiCo. to manufacture and distribute beverages in Cambodia, including Pepsi, Mirinda, 7-Up, Sting and the exclusive rights by Boon Rawd Brewery to distribute Singha beer.
CHALLENGE
To maximize impact and expand their five-year strategy (2022-2027), under the ESG Program, “ZERO Irresponsible Drinking”, Cambrew (Carlsberg Cambodia) implemented a multi-channel marketing strategy, utilizing social media, company and influencer partnerships, and experiential events with an expert agency like us.
Cambrew initiated a campaign to work with us to spread their responsible messages and engaged customers, stakeholders and partnership through interactive contents, videos, and events. The content also included a challenge encouraging consumers to share their behavior as a responsible drinker. Moreover, Cambrew has partnered with a high-tech ride hailing service, Grab Cambodia, to create a safer community for all consumers and ensure that all products are consumed responsibly by the consumers.
our approach
ONLINE ACTIVITIES:
- Promote and recall the campaign through employee engagement and leverage key messages on Cambrew social media
- Corporate branding of both GRAB and Cambrew on campaign promotional materials
- Work on social media content and video production to boost engagement and promote campaign awareness.
OFFline activities:
- Launch the campaign with relevant stakeholders such as government & NGO sectors, Grab ride-hailing company and Grab drivers, media partners, Cambrew beer outlets, Cambrew employees
- Distribute of Grab promo code standee to Cambrew outlets
With the scope of work involves:
Campaign
Launching Video
Campaign
WRAP UP VIDEO
CAMPAIGN LAUNCHING
EVENT MANAGEMENT
DIGITAL ASSETS TO
PROMOTE THE CAMPAIGN
OUR RESULT
The campaign launch featured a partnership between Cambrew (Carlsberg Cambodia) and Grab in promoting road safety and responsible drinking. The “Celebrate Responsibly” campaign generated over 1 million social media impressions and significantly increased brand recognition. The launching event also attracted numerous stakeholders, partners, and influencers to join the campaign event. The success of the campaign highlighted the power of interactive initiatives in building brand loyalty and community engagement while driving measurable company results.
