Brown bottle baggage: How Chang beer has adopted an 'urban pulse'
Thailand’s Chang beer has undertaken a significant rebranding, moving away from its brown bottled past, towards a global brand positioning around ‘authentically Thai’ cultural moments.
Speaking at Adfest in the brand’s home turf of Thailand last month, Chang communication and media director Asawin Rojmethatawee, joined three senior execs from its agency Iris, (Luke Nathans, regional chief executive officer, Graham Van Der Westhuizen, managing director of Iris Bangkok, and Mark Hadfield, regional planning director) to discuss how the brand has started to make progress in modernising.
According to Rojmethatawee, the brand has been bold with its marketing decisions, starting with abandoning its Read full story ›
Source: The Drum
