CHARLES WONG
MARKETING DIRECTOR CARLSBERG MALAYSIA
On how social media has impacted or promoted your business brand.
Somersby, the country’s leading and best-selling cider, is a fun and quirky brand that captured the hearts of many cider lovers through its social media platforms. Building on the insights that younger consumers are turning away from traditional advertising channels, Somersby cider cleverly promotes its brand proposition and messaging through a more social lifestyle approach.
#MagicMoments, a new advertising campaign of Somersby cider, aspires consumers to celebrate life’s little pleasures. Leveraging augmented reality (AR) technology, consumers will be surprised with magical 3D effects on a Somersby cider bottle when one scans the #MagicMoments tree icon on any product neck-tag or sticker. This enabled users to have fun while taking pictures of the product or selfie with it, hashtag and share it on Instagram. The brand has also engaged social media influencers to create greater outreach and increase engagement for the brand.
On the company’s digitalisation efforts and how it has helped in branding.
Somersby cider has grown from strength to strength, and successfully recorded double digit growth year-to-date, as compared to same period last year. Besides from having a winning liquid, Somersby’s digital and social media strategies, particularly in key influencers engagement, have helped to drive awareness thus repeated purchase (sales). Now, the social-mediasphere is Somersby’s core marketing channel for us to constantly reach out, connect and engage with our target audience in an environment that’s fun and quirky.
Challenges faced by your company in a challenging economic environment.
The availability of contraband beers, especially in East Malaysia, is a constant challenge for us as well as the F&B operators and retailers that sell legitimate i.e. duty-paid products in compliance with the law. This issue, if failed to be tackled effectively, or worsened by further increase on excise duties, will not only impact the industry, but also affects tax revenue of the government.
On strategies put in place to boost the company’s brand image.
Brewing for a better today and tomorrow is our purpose. We are not just a beer company, but a brewer that places great importance on quality in pursuit of perfection while creating a better today and tomorrow for the communities we live in. As outlined in our SAIL’22 strategy, it is our ambition to ‘Go big in premium’ with Somersby cider to expand our business with new drinking occasions.
The importance of meaningful connection between a brand and a consumer in brand-building.
To us, a meaningful connection would be Somersby cider inspiring consumers who aspire those little moments and simple pleasures in life through our brand.