Carlsberg hands two brands to Lowe Lintas

<p>KUALA LUMPUR: Lowe Lintas & Partners Malaysia has been appointed to </p><p>handle all above-the-line work for Carlsberg Brewery's Special Brew and </p><p>Danish Royal Stout strong beer brands. </p><p><BR><BR> </p><p>Leo Burnett was the previous creative agency of record for the two </p><p>brands. </p><p><BR><BR> </p><p>Lowe Lintas deputy managing director Khoo Kee Suan said that her agency </p><p>was tapped for the Special Brew and Danish Royal Stout assignments </p><p>because of its "strong team performance during the pitch for the main </p><p>Green Label Carlsberg account" towards the end of last year. </p><p><BR><BR> </p><p>The pitch team included account director Adrian Ng, creative director </p><p>Chris Howden and media planner Poon Puay May. </p><p><BR><BR> </p><p>That pitch resulted in Peter Beaumont & Friends losing the main brand's </p><p>creative and media business to Bozell. </p><p><BR><BR> </p><p>In Malaysia, as a result of client conflict issues, Bozell and FCB </p><p>continue to operate as separate entities despite a global merger between </p><p>the two agencies about two years ago. </p><p><BR><BR> </p><p>Lowe Lintas has been tasked with formulating above-the-line and </p><p>non-traditional communications solutions to strengthen the brand equity </p><p>of both Special Brew and Danish Royal Stout among the target audience of </p><p>30-plus Chinese and Indian males. </p><p><BR><BR> </p><p>"That means we'll be putting together plans for a combination of </p><p>traditional and non-traditional solutions to break through the clutter </p><p>in order to reach our target consumer," Khoo said. </p><p><BR><BR> </p><p>Lowe Lintas' account director Ng added: "We're looking at cinema, print, </p><p>events at places like shopping malls as well as special promotions, </p><p>among others." </p><p><BR><BR> </p><p>TV and radio are not on the cards because alcohol advertising is banned </p><p>on the country's electronic media. </p><p><BR><BR> </p><p>The agency claims that Carlsberg Special Brew has been the market leader </p><p>in the strong beer segment in Malaysia for the past 25 years. Danish </p><p>Royal Stout, meanwhile, is said to have a 15 per cent share of the </p><p>strong beer market. </p><p><BR><BR> </p>