Leo Beer Launch
CHALLENGE
Thailand based Leo Beer wanted to launch in the UK in 2019. With the beer market already crowded, it was vital that the brand made inroads on the onset to generate awareness and interest in the brand, especially among the Asian beers like the popular Singha and TsingTao. But how could a new entrant in the UK with limited distribution and marketing budget create a big enough impact at launch to enter the consideration set of young people who enjoy Oriental beer?
IDEA
As a beer positioned for the young, with its own brand of ‘fun’, the launch had to be vibrant, fun and engaging. At the same time, it was important that the who’s who for the young crowd to take notice of the brand. With this in mind, we came up with the idea of a Leo launch theme event, true to the nature of the brand. With big displays, lots of beer and even a Tuktuk, the launch event or party in popular Hackney in London was an apt launch for this fun brand. We invited 7 carefully chosen youth influencers who engaged with their followers online to create a surround around the launch and amplify the awareness and consideration for the brand.
RESULT
The launch was a huge success with key influencers putting up 14 posts and stories from the venue itself. The launch event reached over 94k interested viewers with close to 6000 interactions, all within the space of a few hours.