Kuala Lumpur, Malaysia – Dynamic brewer Carlsberg Malaysia has announced the appointment of digital-first agency Lion & Lion to lead the social media accounts of its beer brand 1664 Blanc in the country.

Carlsberg Malaysia is part of the Carlsberg Group, which deems to be one of the leading global brewers with strong market positions across Western and Eastern Europe, as well as Asia. It is a brewer with businesses in Malaysia and Singapore, as well as an investment in Sri Lanka.

The partnership, which officially kicked off on 1 August 2021, will see Lion & Lion developing a comprehensive content strategy plan for the brand involving creative social experiences that relate to the brand’s global tagline of “Good Taste with a Twist.” The agency will also be focusing on elevating 1664 Blanc’s market penetration among its target audience by emphasizing the brand personality’s premium quality and trendy lifestyle.

Lion & Lion said that the campaigns will be entirely digital, spread out across the brand’s social platforms, namely Instagram and Facebook. It will also be complemented by tactical e-commerce marketing activities, consumer engagements, and collaborations with local influencers, to drive brand awareness and social media content.

Caroline Moreau, Carlsberg Malaysia’s marketing director, shared that they want to bring elegance and great taste to those wonderful social occasions of reveling in good company while enjoying 1664 Blanc beer. 

“With social media becoming a big part of everyone’s life especially since the pandemic started, we want to craft more relevant and sharpened content to reach out to our consumers and drive engagement,” said Moreau.

Meanwhile, Jeppe Carlsen, the managing director at Lion & Lion Malaysia, said that the strategy is to strengthen the brand by promoting its personality.

“The slogan “Good Taste with a Twist” offers ample opportunities to incorporate the beer’s French heritage into the local culture by emphasizing a trendy, upbeat lifestyle and creative visuals that challenge our expectations. It is not so much about selling a beer but allowing the drinkers to experience being part of a socially accessible yet stylishly chic community,” said Carlsen.

Australia – Long-time Australian winemaker Casella Family Brands will now be adding its Yellow Tail brand, which is deemed to be one of the world’s most recognizable wines, to its existing remit for independent creative communications agency Connecting Plots. The partnership will have the agency handling the brand’s social media business. 

Casella’s other wine brands, namely Peter Lehmann Wines and The Magic Box Wine Collection, have been in the care of Connecting Plots, and with Yellow Tail, the agency will also now be taking over its planning, digital, creative, and paid media.

According to a press release, the appointment comes after the winemaker’s audit of its social activities which led to the need for Yellow Tail to rethink its approach to social media and how it aligns with the overall marketing strategy.

Connecting Plots said that its newest recruits – Chris John, the new creative director, and Gemma Geraint, the new group account director – will lead the newly gained account.

“We are excited to be working with Connecting Plots on the Yellow Tail social strategy, content, and media for Australia. We already had a successful presence in social media but Connecting Plots challenged our thinking and provided us with a fresh perspective. We feel confident this new approach will deliver great results not only for the brand but also improve our return on investment,” said Anna Czarnocka, the global marketing manager of Yellow Tail.

Meanwhile, Tom Phillips, the managing director of Connecting Plots, said that the agency is thrilled to be extending its remit with Casella Family Brands, and help strengthen its presence in the market.

Tim Collier, the strategic director of Connecting Plots, also shared, “I’m so pleased to be working with Yellow Tail. Their business changed the face of Australian wine when it launched, and their brand continues to be an excellent example of what can be achieved when you subvert the norms of a category. We can’t wait to sink our teeth into the unique creative challenges they face and to start moving the dial on their business results.”