Marketing Featured Southeast Asia

Heineken Lao aims to promote a safer celebration—through a new grilling pan

Bangkok, Thailand – As the year-end festivities in the country of Laos are fast approaching, beer brand Heineken Lao has come up with its latest campaign to promote safer dining celebrations by launching its special grilling pan: the Star Grill Pan. This is designed for 5 persons’ consumption, each person having their own “star” corner to separate grilling, to encourage limiting celebration size in a fun way.

The campaign, made in collaboration with Wunderman Thompson Thailand, also comes with premium imported meat, organic vegetables and one extra cold Heineken carton, making the experience tastier and more special. The campaign was launched in reflection with Laos’ “Mu Kra Tah” or grilled pork that is part of national culture.

“Facing a huge competition in Laos from Beerlao, Heineken Lao and Wunderman Thompson needed to find a way to own the festive season in a memorable and unique way for Laotions. With the insight and research above, we found that “Mu Kra Tah” is the true symbolic of celebration and with that a new Heineken experience was born,” both parties said in a press statement.

According to Fahmi Rajendra, marketing director at Heineken Lao, they launched the Star Grill Pan to offer their valued local consumers the chance to enjoy “Mu Kra Tah”; while enjoying some ice-cold Heineken beer.

“Despite the pandemic, our goal has never changed – to stay connected with our consumers, providing them a new refreshing experience through initiatives. Our ambitious challenge was to find a safe way to connect people in a really fun and engaging way,” Rajendra said.

Meanwhile, Park Wannasiri, chief creative officer at Wunderman Thompson Thailand, commented that they believe that this campaign with Heineken Lao is the way to create meaningful relevancy with the local audience.

“The Heineken Star Festive BBQ will elevate the Laos’ national culture to the next level, and Heineken is the first brand to proudly share the Mu Kra Tah culture. This is not only a refreshing experience to Laotians, but has proven to drive sales and bring business results as well,” Wannasiri added.

The campaign was launched nationwide and online in early December 2021.