SINGAPORE: Faced with declining sales of local beers, Asia Pacific
Breweries (APB) has aligned its Anchor Beer business for Singapore and
Malaysia with Leo Burnett.
The agency took the account off Batey Ads in Singapore and Bates in
Malaysia without a formal pitch. No decision has been made on the media
agency.
The brewer is looking to reposition the brand in the face of heightened
competition from overseas brews.
John Borzi, Leo Burnett managing director in Singapore, said: "In
Singapore, the brand has been on the decline in terms of brand share, so
we'll be making Anchor relevant to younger drinkers.
"Anchor needs to achieve three things with its marketing - win over
younger Singaporeans who are drinking spirits, get them into the habit
of drinking beer regularly and ensure that Anchor increases its market
share without cannibalising sales from APB's Tiger Beer."
Imported beer volume to Singapore rose 5.2 per cent last year, while
consumption of local beer was down 8.5 per cent, according to government
statistics. The win gives Burnett three APB brands in the region,
including Tiger in Vietnam and Indonesia and Heineken in Japan, Taiwan,
Thailand and Australia.
