iris Singapore launches campaign for Chang Beer with a multi-sensory playground Chang Sensory Trails that brings iconic Thai flavours to life

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Chang Sensory Trails.jpgIris Worldwide is expanding its relationship with Chang Beer – and is set to embark on a series of global activation initiatives for the iconic Thai brand. 

 

Having worked with Chang Beer from its Sydney and Bangkok offices since 2014, iris will now extend its partnership and work with the brand’s global activation team, to develop new participation platforms to drive awareness, engagement and trial.

iris Singapore’s first campaign for the leading Thai beer is ‘Chang Sensory Trails‘; a multi-sensorial playground built to create new memories around Thai iconic flavours. The exciting festival will bring together Thai food, street art and contemporary music for a unique experience. 

 

The trails will run in Singapore, US and the UK, with its first stop in Singapore on 20th August at the Bayfront Event Space. Celebrity chef and Thai Culinary Ambassador*, Jet Tila will be partnering with some of the island’s finest Thai restaurants to curate unique food experiences based on his own personal memories. From live music, art, delicious food and great beer, Chang Sensory Trails has all the ingredients to show off the modern Thai provenance of the brand.

 

Ronnie Teo, Global Head of Marketing – Chang Beer, said, “As we rapidly grow our presence around the world, we need an agency that can create cut through and memorability. iris has shown strong strategic thinking and creativity to further build Chang’s equity and business.”

 

Craig Mapleston, Managing Director at iris Singapore, said, “We are excited to partner with a like-minded client such as Chang. They have built brilliant success in Thailand and have a bold plan to replicate that around the world.  We’re looking forward to helping them on their journey.”

*Jet Tila has been appointed the first Culinary Ambassador of Thai Cuisine by the Royal Thai Consul General in Los Angeles since 2013.