Chang Beer is taking Thailand global with ‘sensory’ experience campaign

Chang Beer is set to take on Singapore, UK and US

Chang Beer has expanded its relationship with Iris to include Singapore, as well as activity in the US and UK, as it looks to translate its Thai provenance abroad.

Having worked with Chang Beer in Thailand and Australia, Iris Singapore has now created a campaign that aims to translate some of the things Thailand is well known for, such as food and culture, elsewhere.

The ‘Chang Sensory Trails’ campaign will kick off in Singapore before heading to the UK and US and will be centered on an event to show off the best cooking, street art and music from Thailand, creating a multi-sensory experience.

Speaking about the decision to grow the relationship with Iris, Ronnie Teo, global head of marketing at Chang Beer, said: “As we rapidly grow our presence around the world, we need an agency that can create cut through and memorability. iris has shown strong strategic thinking and creativity to further build Chang’s equity and business.”

The first event in Singapore will be held on 20th August at the Bayfront Event Space. Celebrity chef and Thai Culinary Ambassador Jet Tila will be partnering Singapore-based Thai restaurants to create the food.

Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte