Chang Beer

In Chang Beer’s mission to become South East Asia’s most popular beer, one of the perception barriers it faces is its provenance. Although ‘Modern Thai Cool’ was increasingly emerging as a culture shaping force in the region, Chang’s perception was too aligned to the cliche backpacker version of Thailand.

To shed this perception and help Chang grow outside of Thailand, we created Chang Urban Pulse, a nightlife platform that partnered with culture shaping urban artists and gave them a platform to fight censorship and put their style and creativity on the map.

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William Grant & Sons

During my time at Iris the distiller behind Hendricks, Monkey Shoulder, Glenfiddich and Balvenie has worked with Iris in various guises. This includes social strategy, on trade activation campaigns, and perhaps most memorably, an APAC Segmentation Research.

To demonstrate how different Asian drinking culture was, we were tasked with going out and ethnographically documenting what nights out looked like in Seoul, Shanghai, Ho Chi Minh, Bangkok, Mumbai and Singapore. For each city we decoded the consumption culture and outlined smart tactics to win greater share of throat for our brands in each type of outlet. It was truly a labour of love.

Jagermeister

Jagermeister is iconic, but often for the wrong reasons. And even in APAC it couldn’t escape its frat boy image.

Our task was to create a new brand identity that would elevate the brand, enable them to re-position themselves in the market and put momentum behind the drinks strategy of Ice Cold Shots. Our strategic platform of ‘For the Mavericks, Not the Machines’ has been the foundation for a drastic improvement in on trade execution standards, created a new look and feel for the brand in social and also an arrowhead for the brand’s growth into new tribes in key APAC markets.