SABMiller, the world's second-largest brewer, has tapped JWT to
handle its advertising as it moves into Vietnam's fast-growing beer
market. The WPP agency saw off a number
of undisclosed rivals to win the launch assignment for brands including
Miller, Pilsner Urquell and Peroni. The media portion of the account is
yet to be assigned, although it is believed the business will go to a
GroupM media agency. Philip Norley has been appointed as marketing
director
for
SABMiller's Vietnam operation.
He was most recently marketing director
for SABMiller Mozambique.
The South African brewing giant entered Vietnam this month through a
joint-venture with local dairy and beverage producer, Vinamilk.
"As the second fastest-growing beer market in the world, we see an
opportunity to give the Vietnamese consumer something new and
different," said SABMiller Vietnam MD Ray Stark.
SABMiller will compete against rivals Heineken and Tiger, both
brewed by Asia Pacific Breweries. Domestic brands -- Saigon Beer in the
South and Hanoi Beer in the North -- dominate the low-end segment.
"The beer market in Vietnam, while still relatively young, is segmenting," said JWT Vietnam general manager, Steve Bonnell.
"There are international, premium, local and cheap brands -- and many different price levels."
Although launch strategies for SABMiller brands were not disclosed,
campaigns will be through-the-line, including TV, outdoor, promotions
and in-bar marketing targeting modern young men.
SABMiller's foray into Vietnam follows the launch of American Coors
Light Label by Asia Pacific Breweries into the country in June.
(Source: Media)
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