Ogilvy & Mather created the campaign, leading with the two TVCs, which target customers aged 18 and over, aiming to encourage beer drinkers to be genuine when they drink San Miguel and also attempt to build San Miguel's brand image as a bridge for forming real relationships.
2003 was a tough year for all beer brands, due to the Sars outbreak.
San Miguel, a main board-listed company, posted a HK$32.8 million (US$4.2 million) loss for the period ended December 31 last year, a sharp reversal from the $31.7 million profit posted a year earlier.
San Miguel commands a significant share of market in Hong Kong, but the brand is now facing fierce competition from imported beer brands including Heineken, Carlsberg, Budweiser, Blue Girl as well as local Chinese brand Tsingtao.
At the same time, it also needs to compete with the low-priced alternatives for a greater share of throat.
San Miguel Brewery's general manager of the marketing department Kelvin Lee said: "The campaign is not a continuation of any of our old campaigns, but as usual, San Miguel TVCs will provide fun and welcome enjoyment for the audience."
San Miguel invited six youths to participate in the new TVCs, which are titled 'Office soccer' and 'Helicopter'.
The 'Office soccer' TVC begins in the office with a group of young colleagues kicking a soccer ball made of wastepaper while drinking San Miguel.
The friends kick the paper soccer ball into their boss' office before a San Miguel can shoots back out, demonstrating that the boss is also a playful guy.
According to Lee, the TVC 'Office soccer' is the first stage of the campaign.
The brand will kick off the second stage of the promotion in July.
Lee said that San Miguel's brand differentiation lies in its understanding the mindset of its customers. "Beer enjoyment is something that makes people connect together and it is that simple. When people get together with a beer, they will open up, speak and stay genuinely in front of their friends."
Ogilvy creative director Ng Fan said that its creative strategy is to make the San Miguel brand younger.
He said: "It is important to interpret the definition of San Miguel brand proposition in a locally relevant way among young drinkers."
"The first spot, 'Office soccer', captures the dimension where colleagues and boss have the courage to act real and enjoy the moment at workplace.
The other execution, Helicopter, which will begin airing this month, captures the moment where people pick up the courage to express the 'child within themselves' hanging out with friends."