BRANDTHINK Malaysia » Food & Beverage

#Rewind2011: Our Most Inspiring Interviews of 2011

PR & Publicity — Thu, 29 Dec 2011 05:47:29 +0000

Part of our work as a PR agency involves arranging for interviews with members of the media in Malaysia on behalf of our clients. We sit in these press interviews many times and these are moments that we get to hear great clients tell their stories. These are some of the most inspiring tales from media interviews that we have arranged throughout 2011.

Dr. Markus Miele and Dr. Reinhard Zinkann for Miele (The Peak, December 2011)

In conjunction with the opening of the first Miele showroom gallery in Malaysia, interviews for the two Managing Directors for Miele Group, Dr. Markus Miele and Dr. Reinhard Zinkann. The two are heirs of the founding fathers of Miele – Reinhard Zinkann and Carl Miele, who got together in 1899. In the three-page spread interview with The Peak, Dr. Miele and Dr. Zinkann bantered on the shared timeline of Miele. Both families across four generations working at the same company for more than a century is an unmatched feat. In the interview, both of the managing directors spoke on the intricacies of decision-making with two heads and the importance of finding a joint solution.

Christopher Chong for Amouage (The Star2, September 2011)

The Creative Director of Oman-based luxury perfumer Amouage was in Kuala Lumpur in the middle of this year for the launch of its newest fragrance. Along with the Honour fragrance, Christopher Chong brought with him his sentiments on perfumes, its philosophy and its representation. The house of Amouage was an idea from the Sultanate of Oman, who wanted to create the world’s most previous scent inspired by Oman. The tall order was fulfilled by the late senior royal Sayyid Hamad Hamood Al-Busaidi. All Amouage fragrances are known to be extravagantly scented and even more extravagantly priced, rightly so considering its luxe ingredients.

In his PR interviews, Christopher touched on his eccentric career path and illustrated the inspiration behind Honour – an aria from Madame Butterfly, a world-famous opera.

Jeremy Lim for Cortina Watch (Prestige, December 2011)

The re-opening of luxury watch retailer Cortina Watch at its Fahrenheit 88 location was eagerly greeted by watch enthusiasts and socialites alike. BRANDTHINK arranged for media interviews with its COO, Jeremy Lim prior to the boutique’s grand re-opening ceremony. Prestige Magazine’s two-page spread for the interview, “Watch this Space” saw Jeremy speaking on what the Malaysian market look for in timepieces, watch trends and styles to look forward to in 2012, as well as the company’s continuous efforts to provide top-notch service to its clientele.

C.W. Goh for Dulux/AkzoNobel ICI Paints (StarBiz, November 2011)

Managing Director of AkzoNobel ICI Paints, C.W. Goh got up close and personal with StarBiz recently. The former shared his life journey that got him to where he is now – leading the Malaysian division of AkzoNobel, which happens to also carry the Dulux line of home and deco paints.

Goh associated parts of his life with certain colourss – grey for a sombre and self-reliant childhood, where he was a slow learner; orange for teenaged years representing the energy and risk-taking; and a calm blue for his university life, when he found a balance of sorts with studying and working. The year ahead is bound to bring new experiences and colours for him – as Dulux ColourFutures revealed the theme for 2012 to be Possibilities, accompanied by the color of the year, a blushing Tea Dance Red.

Theodore Diehl for Richard Mille (Icon Magazine)

The official spokesperson for Richard Mille Paris, Theodore Diehl, was in Malaysia in July 2011 for an intimate afternoon tea. Attended by select members of the media, the afternoon tea saw Theodore sharing his insight on the latest Richard Mille SIHH 2011 collection and aspects of watch-making. The attendees also had the opportunity to ask the horologist questions on watchmaking and timepieces in general.

Chinese monthly publication Icon interviewed Theodore while he was in Malaysia. The in-depth interview had him talking about the Richard Mille brand and the challenges in creating new timepieces, while not straying too far from its conservative roots. He also spoke on future plans for Richard Mille and the types of timepieces the brand will put forward in the years ahead.

Laurent Helbert for Kronenbourg 1664 (The Edge, January 2011)

Laurent Helbert is the international marketing director of Kronenbourg 1664, France’s best-selling premium beer. He was interviewed by The Edge under its Tastings segment, inviting the reporter to try out Kronenbourg 1664 with a selection of foods.

Laurent shared with the writer the intricacies of the beer and how it is best enjoyed. He also notes that the beer is widely received by both men and women, due to the delicate balance of bitterness and sweetness. Also mentioned in the epicurean’s delight of an article was how the Kronenbourg does not waste in the afternoon heat – on the contrary, its flavor is rendered and becomes more flavorful!

Goris Verburg for IWC & Roger Dubuis (Nanyang Siang Pao, December 2011)

Goris Verburg, the managing director for IWC South East Asia was in town recently for the launch of IWC’s Portofino collection and the reveal of Roger Dubuis’ La Monegasque collection. Both collections are momentous and significant ones for both brands – Portofino being the first collection to feature Friends of IWC along with legendary photographer Peter Lindbergh, and the La Monegasque being the first collection from Roger Dubuis after Richemont group bought a stake in the watch manufacturer.

In the press interview with Chinese daily Nanyang Siang Pao, Goris spoke of the rebirth of the Roger Dubuis brand. Amidst the 2008 financial crisis, the watch manufacturer was bought over by the Richemont group and continues to maintain its prestige and exclusivity among the select few. He also touched on the foreseeable future of Roger Dubuis, noting that it is not a brand designed for mass consumption, but for the pleasure of a niche group of people.

As we close 2011 and look towards 2012, we are hopeful that we will continue to have more opportunities to sit in with our PR clients and be inspired by their stories. Perks of the job.

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#Rewind 2011: Our Top 7 Favorite Events of 2011

BRANDTHINK Malaysia — Wed, 28 Dec 2011 07:59:18 +0000

We are fast approaching the end of the year 2011. Exiting the noughties and entering the “tens” has brought with it much experience and exciting times for the agency on both the PR and Creative sides. For the past 12 months, we have been involved with marketing campaigns that made us proud of what we do. In this multi-part year-end special, we look at the top seven favorite events that put smiles across our faces.

IWC: Timeless Memories in Portofino

On a starry night in Kuala Lumpur, IWC aficionados gathered at White Box, a hip contemporary art space at MAP @ Publika for a private viewing of Peter Lindbergh’s Portofino, an artistic collaboration between the legendary photographer and the renowned Swiss watchmaker, along with IWC’s famous Friends of the Brand.

For this event, the team went all out to recreate a 60s-inspired feel, infused with the essence of La Dolce Vita – the sweet life, as the Italians call it. Outside, for the grand entrance, the replica of a cinema theatre entrance of the past was constructed. Simple but commanding in appearance, it was dotted with lightbulbs and certainly did its part in setting the mood for the evening. A vintage Alfa Romeo and a Fiat were brought in to add to the feel of the era, as well as models dressed in 50s garb.

Dulux Color Futures 2012 Launch

A departure from our typical luxury events, BRANDTHINK was tasked with the launch of Dulux ColourFutures in Malaysia, encompassing PR, publicity and event management.

The launch event incorporated splashes of color throughout the venue. Colourful mats and posters were the order of the day, showcasing different Colours of the Year from previous years. A bright and energetic team of flash mob dancers brought a buzz into the room when they performed their routine, which ended with a bang – inviting the Managing Directors on stage, they tore off the white paper sealing the backdrop of the stage to reveal the Colour of the Year for 2012 – a blushing and lively Tea Dance Red.

Kronenbourg 1664 and Kronenbourg 1664 Blanc Launch

One of our most notable projects was the launch of Kronenbourg 1664 in Malaysia. The best-selling super premium French beer with a light taste is closely associated with the arts, fashion and all things creative. With the tagline of “The French Art of Pleasure”, Kronenbourg 1664 was ready to offer Malaysians a beer that came with a culture of its own.

What made this really special was that we worked intimately on introducing the philosophy, heritage and brand story of Kronenbourg 1664 months ahead of its official launch. The brand went on to capture the imagination of consumers and became one of the most talked about new brands in the beer industry.

Among the media and public relations we handled for Kronenbourg 1664 were the Kronenbourg 1664 launch, the launch of Kronenbourg 1664 Blanc, the Kronenbourg Media Appreciation Night and Kronenbourg Who’s Next Designer Search in conjunction with Malaysian International Fashion Week 2011.

Häagen-Dazs Christmas Convoy

Häagen-Dazs, purveyor of slow-melting ice cream and indulgent moments greeted the Christmas and holiday season with a selection of new and limited edition menu offerings nationwide. As its official PR agency, BRANDTHINK developed and conceptualized the Haagen-Dazs Christmas Convoy to take its Christmas delight and merriment to the public.

In line with its Getting Closer tagline, the Christmas Convoy carrying lanky Santarinas and one hot Santa Claus made stops around high-traffic locations in Kuala Lumpur to meet and greet the public. Bearing Haagen-Dazs minicup ice creams, the Christmas Convoy was greeted with much fanfare from weekend shoppers and families crowding the shopping malls.

[FACEBOOK ALBUM] [PRESS RELEASE] [UNOFFICIAL BLOG]

DC Comics Super Heroes Store Launch

Superman? Batman? Wonder Woman? It should be pretty obvious why this landed our favorites list.

The world’s favorite house of superheroes, DC Comics Super Heroes recently opened its first boutique in Malaysia. Located on the sixth floor of Pavilion KL, the boutique is home to DC Comics merchandise, memorabilia and props from real DC Super Hero movies, including a Batmobile at the store entrance. The launch of DC Comics Super Heroes was long overdue – but better late than never. BRANDTHINK was tasked with PR and publicity matters for the launch.

The Big Launch(es)

We get a little excited when an Apple retailer opens shop in Malaysia. We are proud to have helped many resellers launch their stores as part of our work with Apple and this year, we took our launch concepts even further. The Big Launch for Machines Aeon Bukit Tinggi in Klang and The Big Launch for Machines Aeon Tebrau City in Johor Bharu was greeted with much fanfare, and there was a buzz surrounding the respective Machines store before it even opened.

Over 100 people were lined up at the stores for the 12pm official launch even before the mall opened at 10am. Some of the earlier ones in line were there the night before! These launch events were one of the most exciting ones we had and we’re really proud to be caught up together with all the excitement of everything Apple.

Roger Dubuis La Monegasque Launch

It’s not everyday we get to feel like a million dollars. Geneva-based watch manufacturer Roger Dubuis’ latest collection in 2011 features Monte Carlo casino-inspired timepieces. Aptly named the La Monegasque after the culture and people of Monaco, the collection of Chronographs and Automatics were introduced to the Malaysian press, glitterati and watch aficionados at an evening of dinner and entertainment called The Player’s Universe.

The highlight of the night was the after-dinner party, kicked off by Janet’s rendition of Hey Big Spender. The blackjack and roulette tables were open for the night. Guests were given RD money at the start of the event to use in their rounds of blackjack or roulette, and one very lucky player of the night walked home with a watch from the La Monegasque collection.

[FACEBOOK ALBUM] [PRESS RELEASE] [UNOFFICIAL BLOG]

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#InTheNews: Kronenbourg 1664 Blanc in Malaysia

BRANDTHINK Malaysia — Fri, 01 Jul 2011 10:00:35 +0000

News story about BRANDTHINK Malaysia published on Marketing-Interactive.com on July 1, 2011

Kronenbourg High On Fresh Brew

Malaysia – Following the recent launch of its flagship brand Kronenbourg 1664, Carlsberg has introduced its French beer variant Kronenbourg 1664 Blanc, promoting the product through a PR campaign.

Started on 29 June, the push targets affluent beer drinkers engaging them via Kronenbourg’s Facebook page.

According to Brandthink, the agency behind the exercise, the campaign runs on the theme “The French Art of Pleasure”.

In line with the tagline, a slew of activities are being executed with the aim to help consumers further connect with the beverage and develop a sense of brand association.

The official launch saw the product introduced to an exclusive group consisting of members of the media, brand managers, celebrities, bloggers and societies’ elite.

Kronenbourg 1664 Blanc beer will be available exclusively at selected outlets beginning this month.

Further reading:

1. Press Release - Beer connoisseurs to get the taste of the new Kronenbourg 1664 Blanc

2. Kronenbourg Malaysia Facebook page – http://www.facebook.com/kronenbourg.MY

3. Kronenbourg 1664 Launch Press Release - A French Affair – Kronenbourg 1664 launches in style

4. Other Kronenbourg Press Releases - http://newsfeed.brandthinkasia.com/category/fmcg/kronenbourg/

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#InTheNews: Where’s the Party?

BRANDTHINK Malaysia — Fri, 24 Jun 2011 16:08:27 +0000

News story about BRANDTHINK Malaysia published on Marketing-Interactive.com on June 24, 2011.

Where’s The Party? Asks Carlsberg

Malaysia – As a follow-up to its recent global re-launch, Carlsberg has organised an event themed ‘Where’s The Party?’ set to take place from 25 – 26 June at a secret venue to stir up major buzz.

Press ads have launched across several local dailies including The Sun and selected magazines like The Score while a host of digital executions have kicked-off across various online channels.

An exclusive by-invitation only affair, customers of the brand are required to participate in a series of online consumer contests via platforms such as Facebook and MSN in order to qualify as an invitee.

The main objective of the on-ground activity is to bolster the beer giant’s brand positioning, “That Calls for a Carlsberg”.

“This party best represents who we are as a brand – always keeping up with times and on the look-out for ways of improving as well as reaching out to all our consumers,” says Soren Ravn, Carlsberg Malaysia MD.

Creatives for the campaign were done by Euro RSCG while media buying and planning activities were handled by OMD. Brandthink is the public relations agency for the account.

Further reading:

1. Press Release - Carlsberg keeps the excitement brewing and partygoers guessing with Where’s the Party?

2. Read our blog on Where’s the Party by Carlsberg - as seen from behind the scenes from our eyes.

Carlsberg / Party / Brewery / Shah Alam

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PR: Häagen-Dazs New Ice cream Smoothie Launch in Malaysia

PR & Publicity — Fri, 03 Jun 2011 10:40:37 +0000

How do you choose between something refreshing yet indulgently creamy? With a new twist to the same rich taste with twice the sensation! On May 6, 2011, Häagen-Dazs treated invited guests to a new spin to the luxury ice-cream category with the launch of the Ice Cream Smoothie.

Inspired by fruit smoothies, the Ice Cream Smoothie is an innovative blend of refreshing fruit sorbet and creamy fruit ice cream concocted by the world’s finest ice cream purveyor. The combination of texture and fruity flavor will excite the senses of all premium ice cream devotees with a burst of refreshing pleasure on a hot Malaysian day.

Twin Models with the Ice Cream Smoothie!

When we first plan the entire PR campaign for the launch, the challenge was to create a highly visible launch event to confirm Häagen-Dazs high-end positioning. We also wanted to make the launch a lot more fun by engaging more people including bloggers and celebrities. The theme of blending two delicious flavors into one gave rise to the idea of twin models.

In line with the bold new combination of ice-cream and smoothie, we presented a new twist to the launch and even manage to find actual twins to play the part! (thanks to our event partner). The real star of the show was rightly the Häagen-Dazs Ice-cream smoothie itself. We presented the new Ice Cream smoothie range with servings enough for every guests present, and there it was: the OMG moment.

Media targeted to attend the event were web and traditional print media, across a broad audience, including food, fashion and lifestyle. With the unveiling, guests which also included bloggers and friends of Häagen-Dazs were pleasantly surprised with the generous serving of the Ice Cream Smoothie creations. After all, who can resist a Häagen-Dazs ice-cream?

After the launch, photos of the event and the new creations were posted to Häagen-Dazs’ Facebook page where additional engagements online drive further buzz to the new range.

More photos: Visit our Facebook page album.

Press Release: Häagen-Dazs shakes it up with new ice cream smoothie

A selection of online buzz:

MSN Malaysia: Going Out > http://msn.goingout.com.my/haagen-dazs-ice-cream-smoothie-launch/

Mei Sze, Blogger > http://memoriesofmeiz.blogspot.com/2011/05/haagen-dazs-ice-cream-smoothie-launch.html

Leonard Chua, Blogger > http://www.leonardchua.my/2011/05/serendipity/

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PR: Mother’s Day Gift Ideas

BRANDTHINK Malaysia — Sat, 07 May 2011 12:50:51 +0000

It’s that time of the year again where you’ll search for the perfect gift for the woman in your life that deserves to be celebrated. Whether it’s your mom, or the woman you love who birth your children, there’s the perfect gift waiting to be discovered.

SANUK

At SANUK, we love a pair of fancy sandals that dazzle up a lady’s look. The new SANUK sandals collection for women, Ibiza Masquerade has the sugar and spice that will excite the senses of all fashionista mothers! Inspired by a twist of Bohemian fashion groove plus a passion for feminine detailing, these everyday sandals make a great accessory to complete the plethora of outfits in your wardrobe. The Ibiza Masquerade is made with the ultimate soft rubber footbed and circular rubber shape Ibiza strap which secures the sandal comfortably on the foot! For more info visit: Sanuk Ibiza Masquerade: The Sandals for Modern Chic Mothers!

FitFlop

Mother’s Day is the best time to show how much you care for your Mother and this year, FitFlop helps to put up a smile on the face of this lovely lady in your life. The FitFlop Rokkit is the perfect gift of love for every mother out there. Inspired by the wildly popular FitFlop Rockstar Walkstar, the Rokkit is ornamentally treated all over with layer after layer of shimmering crystal beads all over the super-soft genuine leather upper. Building on the success of the brand’s glitter collections, this glitzy pair comes in two gorgeous colors of Black Diamond and Bronze Ore. Info: FitFlop Rokkit – The genuine gift of love and care for every mother

Häagen-Dazs

If you want to take your mom on a truly delectable treat, head over to Häagen-Dazs and taste its new range of ice cream, the Ice Cream Smoothie. Inspired by fruit smoothies, the Ice Cream Smoothie is an innovative blend of refreshing fruit sorbet and creamy fruit ice cream concocted by the world’s finest ice cream purveyor. The combination of texture and fruity flavor will excite the senses of all premium ice cream devotees with a burst of refreshing pleasure on a hot Malaysian day. The new Ice Cream Smoothie range comes in two flavors – Mango & Apricot which combines smooth Mango sorbet and creamy Apricot ice cream with succulent apricot pieces and Raspberry & Summer Berries, an enticing blend of Raspberry sorbet and gorgeously creamy Summer Berries ice cream. More treats at: Häagen-Dazs shakes it up with new ice cream smoothie

Roger Dubuis

If you would like to appreciate the special Mom in the most extravagant manner, then feast your eyes on the Roger Dubuis’s latest wonder. Making its debut in 2011 is the Excalibur Lady line with a model in several versions, for women only. This elegant and seductive watch catches the eye with distinctive dials, in pure ROGER DUBUIS style, and incorporates mechanical movements which have been developed by the Manufacture, each hallmarked with the prestigious Poinçon de Genève. Combining force with subtle sophistication, these 36mm diameter models are proposed in steel, white gold or rose gold, with or without diamonds. Read more at: A great mother’s day gift: Roger Dubuis Excalibur Lady

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Digital: Free beers anyone?

BRANDTHINK Malaysia — Thu, 05 May 2011 10:38:51 +0000

With the relaunch of the Carlsberg brand in Malaysia, our digital team went to work on the transition of Carlsberg’s former Facebook fan page to a brand new sparkling page at http://www.facebook.com/carlsberg.my.

As part of the transition project, we created a simple app that begs the question “Want a one year supply of free beer from Carlsberg?”. From the moment a visitor lands on the fan page (Welcome page), they will be greeted with Carlsberg’s brand new look at a value proposition hardly anyone can resist.

This is a great example of a very simple idea, executed well and in a manner that is direct, approachable and easy for the end consumer can yield great results. There was no over-complication of matters. Just a clear call to action that resonates positively and strongly with the target audience.

Welcome tab for first time visitors

All the user has to do to win this magical one-year supply is to share their Carlsberg with their friends, the way it should. Now that calls for a Carlsberg!

Our team created the back-end programming, developed the Facebook custom tabs and all the necessary gizmos to make the campaign as viral as possible.

Contest App Screen

Step 1, participants fill in their details

Step 2, the invite their friends to share their Carlsberg, then Step 3 is entering the best slogans you can think of

Once completed, a status update will be posted to the wall of the user and their friends, increasing the viral element of the contest

The offer must be incredibly hard to resist as within a 2 weeks period, the fanpage has increased from a few hundred to more than four thousand. That’s just the beginning!

More importantly, it was a fun application that allows friends to share with more friends and bring more people to the brand, introducing the audience to a brand new Carlsberg. From the new fans, Carlsberg is now able to communicate regular activities for the brand to its loyal fan base, such as the promo tab below. Enjoy!

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#InTheNews: Brandthink Scoops Häagen-Dazs

BRANDTHINK Malaysia — Fri, 18 Mar 2011 07:11:16 +0000

News story about BRANDTHINK Malaysia published on Marketing-Interactive.com on March 18, 2011.

Brandthink Scoops Häagen-Dazs

Malaysia – Häagen-Dazs has appointed Brandthink Malaysia as its public relations agency. As part of the new retainer, the agency will work on launches of new flavours and products for the ice-cream brand, promoting the Häagen-Dazs slow melting experience to Malaysians.

Work for the brand has already kicked off with the launch of the Limited Edition Take-Home Fondue Set, the latest addition to the Häagen-Dazs takeaway specialities.

The agency first began working for the General Mills brand during the Christmas period of last year on a project basis. At the time, the scope of work revolved around the launch of Häagen-Dazs’ Christmas menu and cakes.

Commenting on the appointment, Jui Hong Teoh, managing director, Brandthink said: “Häagen-Dazs joins our list of iconic brands and clients and we’re very proud to have this opportunity to work with them.”

Celebrating its 11th anniversary this year, the agency enjoyed significant growth in 2010 and recently increased its PR team from five to eight consultants on the back of new client wins.

“We are very fortunate to have been given opportunities to work with very strong brands and there are more in the pipeline. This is why we are still on the lookout for additional PR professionals to join our team as we expect to grow even further in 2011,” Teoh added.

Resources:

Press Release: Häagen-Dazs’ Takeaway Molten Goodness

Complete list of Häagen-Dazs press releases.

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(Work) Maximizing sports marketing opportunities

PR & Publicity — Wed, 16 Mar 2011 08:39:13 +0000

It’s been a busy quarter for our PR team as we handled several high profile sports marketing project for Carlsberg Malaysia. Our role was to maximize the media opportunities from various sponsorships of sporting events. Recently, Kronenbourg 1664 concluded a successful sponsorship of the BMW Malaysian Open. The event was a perfect opportunity to engage with consumers and members of the media and to showcase Kronenbourg’s brand personality.

Carlsberg also announced the sponsorship of the upcoming Maybank Malaysian Open, extending the sponsorship by 5 years and enrolling 5 Malaysian players as ambassadors.

Below are highlights of Carlsberg’s most recent sponsorship activities:

Feb 18, 2011: Ready. Set. Match with Kronenbourg 1664

Shah Alam, Feb 2010: Kronenbourg 1664 is bringing a taste of the French Art of Pleasure with the exclusive beer sponsorship of the 2011 Malaysian Open, a leg of the Women’s Tennis Association (WTA) Tour – the world’s leading professional sport for women.

Taking a cue from the French for their love for tennis, Kronenbourg 1664 is set to give fans of both French culture and tennis an experience not to be missed. Held at the Bukit Kiara Equestrian and Country Resort from 28 February – 6 March 2011, fans will be able to enjoy the taste of Kronenbourg 1664 as they watch 32 single players and 16 doubles teams’ compete in an exciting knockout style competition.

March 6, 2011: Kronenbourg 1664 hits aces with tennis fans

Kuala Lumpur, March 6, 2011: For fans of tennis, there was only one place to be on 6 March 2011. The BMW Malaysian Open was as exhilarating as promised and Kronenbourg 1664 was on hand to create a thrilling atmosphere at the tournament grounds. A sea of tennis fans adorned with Kronenbourg 1664 hats enjoyed nail-biting tennis matches featuring some of the world’s best women’s tennis players with a glass of the premium French beer in hand.

Facebook album: http://www.facebook.com/album.php?id=37431508337&aid=340803

March 8, 2011: Carlsberg signs on for 5 years as Main Sponsor of the Maybank Malaysian Open

Shah Alam, 9 March 2011: Carlsberg, Malaysia’s most preferred beer brand signs on as Main Sponsor of the Maybank Malaysian Open, from 2011 until the end of the 2015 season. The Malaysian Open is a co-sanctioned tournament of the European and Asian Tour and will see a stellar line-up of the region’s most outstanding golfers compete at the Kuala Lumpur Golf & Country Club from 14-17 April 2011.

To celebrate this milestone in Carlsberg’s golf heritage, Carlsberg is partnering with 5 Malaysian professional golfers in an effort to realize their full potential at the Maybank Malaysian Open and inspire young and upcoming avid golfers as role models. A total cash incentive of RM50,000 will be rewarded to all of the 5 players who finish the tournament and ranked as Top 25. The 5 promising Malaysian professional golfers are Ben Leong, M.Sasidaran, S.Sivachandran, Nicholas Fung and Khor Kheng Hwai.

Facebook album: http://www.facebook.com/album.php?id=37431508337&aid=341413

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The Putra Brand Award 2011 Winners

BRANDTHINK Malaysia — Fri, 11 Mar 2011 15:30:05 +0000

As an agency, BRANDTHINK works with many brands who are amongst the best brands in the world. In fact, it is quite common place that we work with clients like Apple, who is the world’s most admired company, Carlsberg, one of the top 10 beer brands in the world and many others who are leaders in the field.

But there comes a time that we honestly feel a sense of pride when our clients – world renowned – wins an award that is so close to home. At this year’s Putra Brand Awards 2011, two of our clients won the hearts of Malaysian consumers.

One of our longest client Apple, won the Silver award for telecommunication device. We’ve seen Apple grew from obscurity in Malaysia to where it is today and we feel so proud to join them on this journey. Here’s to more years of continued success.

One of our biggest client, Carlsberg stole the night by winning the Gold Award in the alcoholic beverages category. Not only did it took home the highest honor this year, it is the only beer brand that has consistently won Gold for two years in a row. In an industry as competitive as the beer industry, this award means a whole lot.

Congratulations! We salute you and we are very proud to be your partner in building great brands in Malaysia. Here’s to many more years of Gold!

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(Work) Creating the French Art of Pleasure with Kronenbourg 1664

BRANDTHINK Malaysia — Thu, 10 Feb 2011 04:58:15 +0000

Party-goers and fashionistas took on to the French lifestyle at the launch of Kronenbourg 1664, a super-premium French beer introduced by Carlsberg Malaysia. Kronenbourg 1664 is the best-selling premium beer in France and Malaysia joined more than 70 countries around the world including Hong Kong and Singapore to offer this refined brew.

About the New Brand

All over the world, the Kronenbourg 1664 beer attracts successful and discerning people who love beautiful things and know how to enjoy life. This super premium beer was named after the year Jerome Hatt, the founder of Brasseries Kronenbourg, first started commercial brewing. Since the fifties Brasseries Kronenbourg is France’s leading beer company, with a unique 350-year know-how and a famous portfolio of beer brands. In 2008 Brasseries Kronenbourg became 100% part of the Carlsberg Group. Today, Kronenbourg 1664 is the best-selling super premium beer in France and is sold in more than 70 countries.

The Work

To get the brand started in just the right way, our PR&Publicity team got on to work months in advance of the official December 2010 launch. Crafting messages and programs designed to invoke the beautiful French lifestyle, our team created exclusive tasting sessions with members of the media and key influencers to introduce the brand, its heritage, its philosophy and its refined taste.

The Big Launch

Together with friends over at CIA International, the big launch event was held at The Hill, Damansara Heights on 1 December 2010. From the start of the evening, street magicians, French maids and caricature artists introduced guests to the French Art of Pleasure. The 300 plus guests were also the first in Malaysia to savour the Kronenbourg 1664.

To add to the unmistakably French theme, each guest was able to customise a Masquerade mask. Guests were also encouraged to have their photographs taken in an elaborate French living room inspired by lavish decorations of Château de Versailles famous for evening soirees thrown by King Louis XIV during his reign. The year 1664 was the inspiration for the creation of Kronenbourg 1664 and marked the founding of the Kronenbourg Brewery by its founder, Jerome Hatt.

A French affair will not be complete without a glamorous fashion showcase presented by the House of Lanvin, Lancel and Givenchy. The showcase by these iconic French brands exemplifies what France is known for: luxury, indulgence and pleasure, qualities imbued within a Kronenbourg 1664.

Guests revelled into the night as they were entertained by the beautiful voice of Jeanie and the Jazzy Chillers band and with like-minded individuals for company, they shared an enjoyable evening with a Kronenbourg 1664 or two.

The Result

The new brand was received with acclaim and is well covered in all major newspapers and periodicals in Malaysia. As a result of intimate taste sessions, news coverage also centered on the pleasure of drinking the premium beer, highlighting its taste profile and fine ingredients.

For more on Kronenbourg 1664, visit the following resources:

1. Press Release, Launch - Kronenbourg 1664 hits Malaysian shores with a fine taste of the French Art of Pleasure

2. Press Release, Post Event - A French Affair – Kronenbourg 1664 launches in style

3. Case Study - Creating the French Art of Pleasure with Kronenbourg 1664

4. Photos – on BRANDTHINK Facebook & on Kronenbourg 1664′s Facebook Page: Launch, Guests 1, Guests 2, Fashion Show.

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(Work) Media Visit with abundance of joy and Happiness

PR & Publicity — Mon, 31 Jan 2011 06:30:06 +0000

To spread joy and Happiness, Carlsberg Malaysia together with our PR team recently concluded a special media visit to members of the media. The highlight of the media visit was the Carlsberg Happiness Float, a 28ft by 12ft float decorated with prancing horses, which symbolize the outpouring of success in the new year and 10 statues of metal rabbits as it will be the Year of the Rabbit.

The brewer officially launched its CNY campaign on the auspicious date of Jan 11, 2011 (or 11.1.11) by unveiling the float procession at Carrefour Kota Damansara, making its way to Giant and Tesco to bless shoppers.

Press Coverage from The Star, 28 Jan 2011

“The way we approach CNY is to build on the already exciting Chinese traditions. We are now visiting the media, the wet markets and our partners to get this “Hei” feeling to consumers,” says Soren Ravn, Managing Director of Carlsberg Malaysia.

The visiting team was accompanied by a lion dance troupe that entertained members of the media as well as 8 Fook gods who spread cheer and Happiness to everyone.

For full photos, please visit our Facebook Gallery on the Carlsberg CNY 2011 Media Visit.

You can also view the press release of the CNY2011 Campaign Launch, view the Launch Photo Gallery and view the CNY Movie “Homecoming” press release and Photo Gallery.

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#InTheNews: Carlsberg CNY11 Happiness Campaign

BRANDTHINK Malaysia — Wed, 12 Jan 2011 10:00:58 +0000

News story on BRANDTHINK and the Carlsberg Happiness Campaign for Chinese New Year 2011, published on Marketing-Interactive.com on Jan 12, 2011.

Carlsberg Raises Glass To ‘Happiness’

Malaysia – In line with the upcoming ‘Year of the Rabbit’ celebrations, Carlsberg has rolled-out a rigorous Chinese New Year marketing campaign featuring above-the-line advertising as well as a series of roadshows and consumer promotions.

With the launch having kicked-off during a major on-ground event at the Carrefour Kota Damansara shopping mall yesterday, the theme being upheld speaks of the ‘happiness’ surrounding the essence and traditions of Chinese culture and is represented by the unique calligraphy character (喜).

The various channels which have been engaged include print, digital and home retail media. Print ads have begun running in all major local newspapers with online executions being featured across sites such as Facebook, Carlsberg’s corporate website and several other news portals.

Meanwhile, the out-of-home media component of the overall effort covers retail branding exercises at selected hyper-stores, restaurants, and bars nationwide. A string of roadshows have been mapped out and will hit local cities namely Ipoh, Butterworth, Petaling Jaya, Kuala Lumpur, and Penang.

A 12-feet high float began the initial phase of the tour yesterday as it travelled from Carrefour to the Kota Damansara Giant Hypermarket before making a final stop for the day at Tesco Kepong. The march of the float coincided with a host of performances by sky and acrobatic dancers and a routine by the Khuan Loke Lion Dance Troupe.

Promotions targeting Chinese consumers are being executed currently at food courts, coffee shops, bars, clubs and various retail outlets across the country with discount deals on the brand’s limited-edition beer offerings and product packages.

Carlsberg has also signed on as the main sponsor for a film called ‘Homecoming’, depicting the tale of family reunions during the season – a Malaysian/Singaporean collaboration. The movie is set to hit cinemas nationwide on 18 January.

Euro RSCG handled all creative elements surrounding the campaign with while BRANDTHINK and OMD were responsible for PR-related duties and media planning and buying respectively. CIA International was the activation agency on board for the effort. The campaign will run until the end of the 2011 Chinese New Year festival.

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Resources:

1. Press Release – Carlsberg ushers in the Year of the Rabbit with an endless flow of Happiness

2. Press Release – Fantabulous “Homecoming” with Carlsberg

3. Case Study – Media Visit with abundance of joy and Happiness

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#InTheNews: BRANDTHINK and Kronenbourg 1664

BRANDTHINK Malaysia — Mon, 06 Dec 2010 10:00:40 +0000

News story on BRANDTHINK and the launch of Kronenbourg 1664, published on Marketing-Interactive.com on Dec 6, 2010.

Carlsberg Unveils Kronenbourg 1664

Malaysia – Having launched premium French beer variant Kronenbourg 1664 into the local market on 1 December, Carlsberg Malaysia is using on-ground events, strategic partnerships and a series of BTL initiatives to promote the offering.

In conjunction with the official launch last week, Kronenbourg 1664 struck partnerships with several high-end brands such as Lanvin, Lancel, and Givenchy. The effort was focused on showcasing the exclusivity of the drink by establishing a connection between the product and French fashion. Future marketing strategies will include similar partnerships with renowned brands associated with fine foods, jewelry, the arts, music and such.

According to a spokesperson from Carlsberg, further BTL activations and executions are set to roll-out for a more personalized encounter between the customer and the beverage, with a focus on creating the ultimate consumer experience. In Malaysia, the core audience segment being targeted comprises urban males between the ages of 25 and 35 years old who appreciate fine quality brews.

CIA International is the creative agency on the campaign and also handled event management and all below-the-line efforts while incumbent PR firm, BRANDTHINK has been tasked with publicity, digital PR and media relations.

Having coincided with the launch, the marketing push will run for one year.

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Resources

1. Press Release, Launch – Kronenbourg 1664 hits Malaysian shores with a fine taste of the French Art of Pleasure

2. Press Release, Post Event – A French Affair – Kronenbourg 1664 launches in style

3. Case Study – Creating the French Art of Pleasure with Kronenbourg 1664

4. Photos – on BRANDTHINK Facebook & on Kronenbourg 1664′s Facebook Page: Launch, Guests 1, Guests 2, Fashion Show.

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(Work) Carlsberg kicks-off football campaign with Team England

PR & Publicity — Mon, 14 Jun 2010 08:53:01 +0000

Event Report: Football legend John Barnes makes special guest appearance at Carlsberg press event

With only two weeks remaining before the kick-off of the World Cup, Carlsberg spared no expense to build football excitement surrounding the beautiful game. Celebrating its launch of its Football Tour with Team England, Carlsberg hosted the Carlsberg Futsal Cup with special appearance by John Barnes, a football legend and Team England player. During the event, Carlsberg unveiled the Carlsberg Tour Bus that will take its football flavour across Malaysia with a bus-load of cheerleaders, percussionists and football fanatics.

Held at the rooftop of 1 Utama Shopping Centre, 16 teams consisting of Carlsberg staff, members of the media and football fans from the Liverpool Supporters Club Malaysia played friendly matches for the bragging rights to become winners of the Carlsberg Futsal Cup and a prize money of RM10,000.00.

Fans and supporters of the various teams who turn up at the event made the atmosphere simply amazing. The excitement of the morning was just as highly charged as if you were watching a professional tournament. There were plenty of cheering and sighs with every goal and every near miss during the game.

At the end of the tournament, the team from Liverpool Supporter’s Club Malaysia emerged as Champions, winning a closely fought match with Adoi Magazine in the finals.

“This has certainly been a great day for Carlsberg and a great success. These teams had played tremendously well and the wins were well deserved. Congratulations to the champions for a game well played and to the runners up, better luck next time and well done for giving your best shots”, said Soren Ravn, Managing Director of Carlsberg Malaysia after he presented the trophy to the champions.

The Legendary John Barnes of Team England was a special guest of Carlsberg at the event. The English football star and once a player at Liverpool during the 90s drew an adoring crowd as he spent the day taking photographs and signing autographs with football fans. His charming personality and sense of humour become highlights at the launch.

Together with the Carlsberg Management Team led by Soren, Barnes played in an exhibition match against the Champions of the Futsal Cup. The match was an exciting privilege enjoyed by the winning team and cheered on by guests as well as Carlsberg staff, cheerleaders and the percussion section. He also took some time to run a football clinic and showed participants some football moves to improve their game.

“I would like to thank Carlsberg for the reception I have received in Malaysia and also for supporting Team England. I’m pleased to be here as part of your football celebration,” said Barnes as he presented Soren with a Team England scarf on behalf of the team. “Carlsberg shared with me some of the activities they have in store for you and I’m sure it will be a very exciting time in Malaysia throughout the tournament.”

The entertainment of the day began with Soren Ravn unveiling the Carlsberg Tour Bus, and the football tour team consisting of cheerleaders, percussionists and football fanatics. The team entertain the guests with a dizzying array of dance and percussion, fuelling the energy with samba rhythms reminisce of football fever. As a tribute to Team England, there were special appearances by famous English icons such as the British Royal Guards and the British Police “Bobbies” during the Tour.

“This is a great start to the Carlsberg football campaign. Let every goal, every win and every celebration start with a Nice One!” quips Soren to the guests.

www.youtube.com/watch?v=GBQp-mxsw4I

For more photos, please visit BRANDTHINK Facebook Page.

View the Carlsberg and Team England partnership press release.

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