In the TV spot ‘Hero’, Li spots a group of well-heeled Filipinas entering a swanky bar. Upon overhearing one of them request a San Miguel beer, he speeds up the process by unleashing his signature flips and tumbles to transport bottles from the other side of the room. The appreciative woman coyly says, “Great move,” to which Li responds, “Great beer!”
The campaign also includes print, outdoor, direct marketing and activation executions, all developed by incumbent agency McCann Erickson.
Li is supported by a cast of heavyweight Philippine stars, such as world boxing champions and arch-rivals Manny Pacquiao and Erik Morales. The two household names in the Philippines are frequent endorsers and most recently co-starred in a domestic campaign for the beer label (Media, 23 February).
Initially airing in the Philippines, Hong Kong and Southern China, the integrated campaign centres on the new tagline, ‘Come together with San Miguel’. The Filipino version of the tagline, ‘Samahang Walang Katulad’, roughly translates to ‘camaraderie like no other.’ “
“San Miguel has been pervasive in the Philippines for over a hundred years and is part of the local culture,” says Ramon Garcia, assistant VP, McCann Erickson.
“In fact, San Miguel beer is known in this country as the beer that nourishes true Filipino friendships. San Miguel Beer aims to strengthen its position in the region, though it is definitely no stranger to its neighbours.”
The pilsen controls the domestic market with 90 per cent of the market share for beer. In Hong Kong, the beer commands over a quarter of the market.
Furthermore, according to Garcia, San Miguel has seen steady growth in more recent markets China, Thailand, Indonesia and Vietnam.
San Miguel, the parent company of San Miguel beer and the largest food and beverage manufacturer in Southeast Asia, doubled its profits in the first half of this year. The company has also formed a new brewery subsidiary for its flagship brand, San Miguel Brewery, with a view to launching an IPO by the end of 2007.
