The One Centre Partners With Singha And Leo Beer To Spread Message Across South East Asia

The One Centre Partners With Singha And Leo Beer To Spread Message Across South East Asia
SHARE
THIS



Sydney agency The One Centre has been working with Thailand’s Singha International Headquarter Company to reposition SINGHA Beer and LEO Beer in 15 key growth markets across South East Asia.

SINGHA is now rolling out a campaign designed to increase the brand’s awareness across South East Asia. It positions SINGHA as Asia’s Global Premium Beer –  the aspirational beer for life’s first movers and shakers – with the tagline, ‘Fortune favours the first. Start it with SINGHA.’

“We asked The One Centre to help us develop a challenger positioning that could flow across multiple markets and channels in South East Asia to drive growth. ‘Start it with SINGHA’ is a call to action to make the first move on your passions and dreams. It taps into our heritage as a pioneering brand that has been blazing a trail as Asia’s global premium beer since 1933,” explains SINGHA and LEO Beer’s International Headquarter Company regional marketing director York Spencer.

The One Centre CEO and founder John Ford adds: “We wanted to position SINGHA as a brand that belongs to Asia but is playing on a global stage thanks to its global mindset and entrepreneurial spirit. Our campaign idea is a call to action to make the first move on life and good times. Because ‘Fortune Favours the Firsts’ – it’s an irrefutable truth.”

‘Start it with SINGHA’ can be adapted to represent the many ways it’s possible to make the first move: Start the night with SINGHA; Start a conversation with SINGHA; Start up with SINGHA, and so on. The campaign will roll out in several phases beginning with outdoor, print and digital executions, while the new visual experience will feature prominently in venues serving SINGHA everywhere from bar signage to installations, glassware, fashion and merchandise.

For LEO Beer, The One Centre has developed a challenger stance that brings LEO’s leopard spots to life and positions the brand as ‘South East Asia’s official beer of nighttime fun’.

Singha International’s parent, Boon Rawd Brewery, Thailand’s first brewery, was founded in 1933. Brewed ‘By Royal Permission’, SINGHA is the only beer in the world to be stamped with the Royal Garuda – the highest royal honour in Thailand awarded to businesses and organisations. Boon Rawd Brewery began exporting SINGHA in 1989; it is now available in 65 countries and counting.

LEO Beer launched in 2002 and today it’s available in 25 countries. LEO is growing in popularity on the streets of South East Asia thanks to a slow brewing process that enhances its purity and creates a uniquely smooth taste.

Please login with linkedin to comment

Beer leo singha The One Centre

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]