Heineken Cambodia Unveils Campaign for Whisky Infused Beer

Bee brand ABC is plying the Cambodian market with the launch of ABC Reserve, the first whisky-infused beer in the market.

“Known for its legendary “Extra Stout”, Cambodia’s number 1 premium stout beer, ABC, crafted this new innovative blend to offer exceptional taste experiences to the new generation with its smooth feel, mild warming finish & smoky aroma,” the brand said in a release.

“With ABC Reserve, we want to connect with the new generations looking for a little more magic and eager to explore new taste experiences,” said Loic De Laubriere, Marketing Director of Heineken Cambodia.

“Honouring our brewing recipe, the sleek design features premium whisky cues – from the signature coppery colour to the finely crafted typography. With Elmwood, we focused on establishing a strong emotional connection with the consumers across all touchpoints, and we’re excited to see it come to life.”

Focused on bringing its tagline ‘Taste Exceptional’ to life, ABC Reserve’s launch campaign “is all about experiencing life to the fullest, inviting consumers to welcome mystery into their lives and awaken their senses,” says the brand.

Elmwood developed ABC Reserve’s visual identity and packaging design (bottle, carton & cluster pack) along with a through-the-line campaign across digital, Out-Of-Home & on-trade touchpoints, creating an entire brand world for the new brew while leveraging the ABC brand’s distinctive assets. The localisation of the assets is handled by the brand’s local agency in Cambodia, Marketing Solutions Asia.

“Partnering with ABC on their first product innovation was a unique and extremely rewarding project,” says Jason Braddy, Creative Director at Elmwood Singapore. “We had the privilege to design the new visual identity, including the campaign’s big idea, to produce assets across all moments of the consumer journey.”

“The ‘hero’ reveal of the new bottle design combines macro pouring shots with intense lighting and adds this overall sense of excitement with ‘a touch of mystery’. This is a true testament to our Brand-Out Creative Model, where the right brand assets, with the right message, at the right moment drive ROI. The ambition is to deliver this model for all our clients to ensure strong, consistent brand-building for long-term growth”, concludes Jason Braddy.