Categories
Marketing Featured ANZ

Clemenger BBDO Melbourne hires new GM to lead Carlton & United account

Melbourne, Australia – Marketing communications company Clemenger BBDO Melbourne has hired a new general manager Scott Balalas for its business account, beverage company Carlton & United, which includes Asahi Beverages as well.

Balalas’ appointment coincides with Clemenger BBDO Melbourne’s recent work Victoria Bitter, a part of Asahi Beverages in Australia, for its VB Solar Exchange Program, which incentivizes Australians for their extra solar power energy with free beers from Victoria Bitter.

Speaking about the campaign back then, Clemenger BBDO Melbourne executive creative director, Jim Curtis, said, “I couldn’t be more proud to see one of Australia’s most iconic brands leading the way and showing the rest of the world an innovative economic model between brands and consumers.” 

The campaign comes after Asahi Beverages was acquired by Carlton & United Breweries last year. The program is part of Asahi’s ambitious sustainability agenda, which includes a goal to be powered entirely by 100% renewable energy by 2025. 

Balalas comes from creative agency 72andSunny in New York, where he has more than 15 years of local and international experience having worked at agencies including Anomaly, Havas and BMF.

“It has been awesome to watch from afar as the advertising industry in Australia continues to make its mark as one of the world’s most creative markets. Clemenger BBDO Melbourne continues to be at the forefront of that movement. In discussing the agency vision with Jim and seeing the creative firepower Clemenger is attracting, I’m incredibly excited to be part of the team,” said Balalas.

Jim Gall, CEO at Clemenger BBDO Melbourne, commented, “Wherever Scott goes, great work consistently follows and I am confident this will continue with CUB. We’re looking forward to Scott leading our relationship with the brewery and helping to foster sustained growth through world-class creativity.”

Categories
Marketing Featured ANZ

Victoria Bitter’s new campaign beats the heat with solar energy exchange for free beers

Melbourne, Australia – Locally-brewed lager Victoria Bitter, a part of Asahi Beverages, is bringing a new campaign to its Australian market: free beers in exchange for excess solar power generated by households.

Conceptualized together with advertising agency Clemenger BBDO Melbourne, the campaign called ‘VB Solar Exchange’ allows households to sell off their excess solar power to energy retailer Diamond Energy, and Power Ledger, a blockchain-powered software platform that facilitates the Solar Exchange program.

This then allows participants to exchange credit on their power bill – obtained from generating excess solar at home – for Victoria Bitter. Every AU$30 worth of credit can be exchanged for a slab of beer, which is then delivered straight to their door.

“Last year we put the Australian sun to work and started brewing VB with 100% offset solar energy. Now we’ve launched this program to thank those who have made the effort to go solar with some hard-earned VB,” said Brian Phan, general manager for marketing Victoria Bitter.

He added, “The only thing better than drinking the Big Cold Beer in the Aussie sun is earning beer while you do it. Plus, it’s a real win-win for beer lovers and the environment.”

The launch of the program follows Asahi Beverages’ acquisition of Carlton & United Breweries last year. The program is part of Asahi’s ambitious sustainability agenda, which includes a goal to be powered entirely by 100% renewable energy by 2025.

Victoria-Bitter-Solar-Exchange-Campaign-Energy-Bill-Checking
(Left) The dashboard of the Solar Exchange program where customers can check how much beer they have earned; (Right) The Solar Exchange as advertised in an electric bill.

Customers who sign up to the program can track how much beer they have earned based on how many solar energy credits they have exchanged with VB, with slabs being delivered each quarter.

Speaking about the campaign, Clemenger BBDO Melbourne executive creative director, Jim Curtis, said, “I couldn’t be more proud to see one of Australia’s most iconic brands leading the way and showing the rest of the world an innovative economic model between brands and consumers.”

Victoria-Bitter-Solar-Exchange-Campaign-OOH-Advertising
(Left) Static OOH advertising of the Solar Exchange program; (Right) Digital OOH advertising of the Solar Exchange, which shows an estimation of how much beers can be earned based on the weather condition.

The campaign has rolled out nationally with a TVC, animation that explains the program, social, digital, a national PR campaign, and dynamic OOH that displays how much beer Australians could be earning based on the weather in each state.

Categories
Marketing Featured Southeast Asia

Asahi Beverages collabs with Entropia for its first-ever immersive virtual product launch in SEA

Manila, Philippines – Asahi Beverages has collaborated with marketing consultancy Entropia in the Philippines in its first-ever immersive virtual launch in the Southeast Asia region.

Asahi Beverages’ product, Goodday Cultured Milk, was launched on the platform MootUp for Zoom, where press, dealers, and the brand teams all over from Japan, Malaysia, and the Philippines are connected in an immersive virtual event.

Over 200 participants joined the event, and were treated first to virtual worlds such as  Japanese-inspired Airport Terminal, an outdoor-themed conference hall where the main presentations were held, an intimate Zen garden, and a mini Japan town. By utilizing Moot, the event did not only engage participants, but also unified them, mimicking a physical gathering with people moving around and interacting with one another.

According to Hemalatha Ravagan, Asahi Beverages Philippines’ CEO and head of international business development and exports, the Goodday Cultured Milk virtual launch was the brand’s first foray into the Philippine market.

“After more than two years spent on research and development to perfect the formulation for Goodday, we are elated to introduce a cultured milk drink that we believe every Filipino would enjoy every day. Since COVID-19 has placed restrictions on face-to-face launches, we had to adapt and tap into consumers’ changing habits as well as their curiosity to connect in the digital space,” Ravagan stated.

Online participants were also treated to performances brought by Filipino bands Up Dharma Down (UDD) and Autotelic. 

“Goodday is a proud product of Japanese innovation, and we want to launch it here in a big way. The challenge for this launch is to get people from Japan, Malaysia, and the Philippines together for a fun and different experience. Thankfully, our partners in Entropia Philippines knew what to do,” said Karl Bustos, Asahi Beverages’ head of operations.

In a statement, Kaye Enriquez, partner and chief analytics officer of Entropia Philippines said the recent virtual event is an experience that responds to ‘people missing traveling and bonding with other people’.

“Through the use of available technology, we wanted to create that experience – one that is immersive where they could actually feel like they are traveling and having a good day, while learning about the new Goodday brand,” Enriquez said.

Meanwhile, Entropia Philippines’ Principal for Creative Services Hans Malang added, “While the platform is readily available via the use of Moot, we had to add new 3D layers to complement the immersive experience of this created new virtual world.”

Entropia Philippines is the first international expansion office of Entropia Global based in Kuala Lumpur, Malaysia.