Anchor says "cheers" to smooth makeover

ANCHOR SMOOTH      PRINT CAMPAIGNS      THE STAR      G2 DIRECT INTERACTIVE

Malaysia – With the release of Anchor Smooth’s new look, Guinness Anchor Berhad has rolled-out a print campaign set to last for six months to promote the repackaged version of the said pilsener beer variant.

Worth RM 2 million, the marketing push is scheduled to run until March 2011.

The theme being carried by the initiative is "the same great taste with a smart new look" in which the core consumer segment being targeted consists of easy-going, down-to-earth and practical non-Muslim Malaysian males well within the legal drinking age.

The campaign also aims to maintain consistency in terms of branding across all its regional markets where Anchor Smooth is present while making the beer more youthful in its appeal.

While the first series of ads were executed in September, the latest collection of creatives began running is all major newspaper titles such as The Star, China Press, Sin Chew Daily, Guang Ming, Nanyang, Kwong Wah, and Oriental Daily News last week.

Below-the-line executions include various point-of-sale materials such as buntings and posters.

While G2 Direct Interactive was the agency responsible for all creative elements surrounding the exercise, G2 Public Relations handled all media-related and communications activities.

Media buying and planning duties were undertaken by Mindshare.  

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