This is the first time that Singha, a brand under Boonrawd Brewery, is turning to its local agency-of-record to manage an advertising push for an overseas market. “Having worked with Singha for more than 20 years, we know what the brand wants,” said Rati Panthawi, management partner, Ogilvy.
Ogilvy has identified London’s mass transit media as the media vehicles: the double-decker red buses, iconic black cabs and London Underground stations. Posters feature taglines like ‘One night in Bangkok. Bottled’ and ‘Thirty years of getting to know you’. “We want to position Singha as ‘one of the lads’ in the UK,” Panthawi said.
“The UK is one of Singha’s key international markets. We’ve noticed that the beer is now getting wider distribution in the UK, from Thai food outlets to pubs and bars.”
