InBev handed the Red Rock account, previously handled by Lintas, to JWT without a pitch. The shift follows JWT's win of several other InBev local brands at the end of 2005, and comes as the brewery consolidates its brand projects for three key brands - Sedrin, Red Rock and Double Deer - with the agency for the year ahead.
According to JWT Shanghai business director Yong Yuan the Red Rock business will include two thematic campaigns this year, as the brand vies for dominance in the Hangzhou area of Zhejiang province, where it ranks third behind West Lake and Snow. Meanwhile, Fujian province brand Sedrin is aiming to become a national brand this year, and is pitting itself against three key competitors - Snow, Tsingtao and Budweiser.
"InBev is probably the only international brewing company, which has a real ambition to penetrate into the China beer market with a wide range of product offerings across all price points and a multi-brand approach," explained Yong.
"Competition for the share of throat against players like Tsingtao, Budweiser and Snow is heating up."
InBev recently reported that its global fourth quarter profit more than doubled, on the back of surging consumption in China, among other markets.
However, the company has stated that it found conditions in the market "tough" shifting from local appeal to become true national brands.
