JWT Bangkok challenges beer advertising restrictions in Thailand for Tiger Beer

JWT Bangkok has created a campaign for Tiger Beer called “50 Must do Things In Asia”. It’s a notable feat in a market where you cannot directly advertise beer.

The Thai alcohol market, which is dominated by whiskey sales, throws up huge challenges to beer companies. Thai consumers, on average, drink 33 liters of beer per year, and tend to switch brands based on the occasion and venue. Building brand loyalty is a made all the more difficult by tight regulations on alcohol advertising. Ads that induce consumption are banned; ads cannot run a tagline, or show a shot of a pack of beer. Brand logos can occupy only 3% to 5% of total ad space or air time and must include a warning that comprises 20% of total ad space.

JWT produced the “50 Must Do Things in Asia” guidebook and app for Tiger Beer to reach the tourist market, a constantly moving, cluttered target that spans high-end travelers to backpackers, and can’t be reached through traditional Thai media.

The Tiger campaign, along with JWT’s Heineken’s “Shoot the Music” campaign, won bronze at the recent Asian Marketing Effectiveness Awards.