Baron’s Strong Beer : One Of The World’s Most Unique Beer Launches

Asia Pacific Breweries planned an India-entry strategy with their strong beer brand Baron’s before launching their flagship brand Tiger beer. In a highly competitive Indian market, the idea was to play on the name Baron’s and exploit its perception of European ancestry that would enable the brand to stand out.

The idea MISSING TREASURE came to life in a story that panned out across media and got the target group involved in unravelling it.

From a bottle with an ancient map within it found on Mumbai’s Aksa Beach that was followed by a TV crew’s story, to advertorials, radio call-ins from treasure ‘finders’ to billboards, Baron’s campaign broke through into the city’s imagination in a category in which mass advertising is banned.

The buzz that was generated created tremendous brand awareness and induced trials to the extent that the brand achieved its first quarter’s target within the very first month.

Here is the board that captures this activation. One of the most unique launches of a beer in any country, Baron’s Strong Beer had an extremely successful launch in India.

BAron present p

This unique activation got featured in Brand Equity.

Screen Shot 2014-10-29 at 2.25.48 PM

Client : Asia Pacific Breweries
Agency : 141 Sercon

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