MANILA, APRIL 19, 2013 – Publicis Manila outshined three other agencies in the creative pitch for Asia Brewery’s Beer na Beer brand, adding to its Tanduay Black win late last year.
The competing agencies were Draftfcb, Havas and Aspac Philippines.
Presented by executive creative director Jayel Ladioray, the winning idea champions Beer na Beer as a heritage brand and creates a campaign around its strong local roots.
"Given that Beer na Beer has been around for years and has had a string of unsuccessful attempts at a re-launch, we felt we had to take a much bolder approach to the pitch. We came in with a strong recommendation only considering what will be the best for the brand. Client’s comfort levels, well even our own, were challenged. I guess the risk paid off,” commented Matec Villanueva, CEO, Publicis Manila.
Originally named as Beer Pale Pilsen, the brand was renamed as Beer na Beer in 1991 to adhere to the Court of Appeal’s ruling in the trademark lawsuit filed by San Miguel Corporation.
