Singha is now rolling out a campaign that aims to increase brand awareness across South East Asia, by positioning it as Asia’s Global Premium Beer with the tagline, ‘Fortune favours the first. Start it with Singha.’
Visually, The One Centre has animated Singha’s lion using liquid gold to symbolize “the magic that occurs when you step out and start something, and SINGHA’s pioneering spirit as an Asian beer that’s taking on the world.”
“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,” said York Spencer, Regional Marketing Director for SINGHA and LEO Beer’s International Headquarter Company. “‘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.”