The new thematic ads of the high-alcohol beer, which leads its market niche, are built around a tagline of 'Caution! Risk of shock to amateurs.'
Brand manager Sebastian Loh said the aim is to better connect with the 18- to 26-year-old audience. "The category is growing by six per cent year-on-year, because they are looking for alternatives to lager," Loh explained.
The campaign includes print work and a Clear Channel bus shelter execution of a Baron's can, surrounded by barbed wire. In addition, Somerset MRT station has been transformed with posters, graffiti and a mock electric fence.
The campaign was created by BBDO Singapore, with MindShare handling media planning and buying.
Singapore hears Baron's rebel yell
Baron's Strong Brew is extending its 'anti-consumption' drive, tapping into the rebellious nature of its target audience.
