Carlsberg hands two brands to Lowe Lintas

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

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