Connor's: The Connor's Challenge

Debopriyo Bhattacherjee, Dennis Kam Wei Ern, Andrew Lee

Carlsberg-owned Connor’s Stout Porter used a multichannel approach to try to challenge Guinness’s dominance in the Malaysian market.

Campaign details

Brand: Connor'sBrand owner: Carlsberg GroupLead agency: Havas Immerse Sdn Bhd, Naga DDBTribalCountry: MalaysiaIndustries: Beer & ciderMedia channels: Content marketing, Events & experiential, Merchandise & free gifts, Newspapers, Product sampling, Public relations, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Connor's Stout Porter was taking on Guinness, which has dominated the Malaysian stout market for 50 years. People weren't ready to try Connor's and outlets were reluctant to stock our stout. There was a need to not only gain headway in awareness and trial, but...

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