The switch is an evolution of the brand's "Take a fresh look" repositioning effort, which was launched in 1997 to modernise San Miguel's staid image among younger drinkers.
"We feel that the brand is stronger than before. Therefore we can be bolder and more confident in delivering new fresh perspectives, said Kevin Lee, San Miguel Brewery International's general manager - marketing, China business operations. "This platform will remain for years, but we will ride on the emotional benefits of freshness."
Tracking studies show a 15 per cent improvement in its rating among those who drink the beer and see it as their preferred brand, said Lee.
The TVC for the Pale Pilsen variant stars Hong Kong movie star Stephen Chiao, whose "confident, witty and humorous personality complements the brand, according to Mike Wong, managing director of Ogilvy & Mather Hong Kong, which created the campaign. The TVC retains the humour of earlier efforts. It shows Wong and his friends drinking and talking about their web surfing activities and the pseudonyms they use, including Chiao's choice of "handsome". Chiao's web dream date, nicknamed Flowery, then turns up but surprises him when she fully reveals herself to be far from her chosen pseudonym.
"We are trying to reinforce the brand's relationship with consumers by using new stimulus such as net surfing which is part of consumers' lives in Hong Kong and Southern China, said Wong. "We wanted to share a point of view and to enjoy and laugh, which is what drinking beer is all about."
The TVC is also running in Southern China, marking the second time San Miguel has extended a campaign across the border after its San Miguel Light launch last year. The combined markets represent a pool of 35 million consumers, sharing the same language and media, which "makes sense to integrate and use the same creative, said Lee.
