San Miguel launched its light beer two years ago. The beer has 30 to 40 per cent less calories, less alcohol and is less filling than traditional beer brands, according to Sharon Tse, assistant brand manager at San Miguel Brewery Hong Kong.
"As many beer drinkers worry about having a beer belly, we have launched a new regional marketing platform called ‘Light and free’, using fitness as its [theme]," Tse said.
As part of its ongoing advertising activation, the San Mig Light 'Fit & firm summer show 2012' included a kick-off party at Crown Plaza Hotel earlier this month.
San Miguel's media agency partner Starcom and PR agency Propagate has been building a buzz around tonight's finale in Central by engaging San Miguel's fans on Facebook with online voting and PR roadshow events in Lan Kwai Fong.
The brand has enlisted model-turned-film star Chrissie Chau and her model and actor boyfriend Avis Chan as ‘fitness instructors’ for the 10 contestants. They will also act as judges to select Mr and Ms Fit after several rounds of a 'perfect fitness posing' competition.
San Miguel is discussing whether to have the winners involved in their 2013 marketing campaigns.
Brands using young and fit models in their marketing campaigns have been a common sight in Hong Kong recently, with Abercrombie & Fitch earning lots of media and facebook exposure with its 'Hot guys' parading their abs in Hong Kong for its new store opening in Central earlier this month.
As reported last November in Haymarket Intelligence's 'Top 25 emerging brands in Asia' study, San Miguel ranks eighth, while Chinese beer brand Tsingtao is second.
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