The brewery is keen to sustain revenue growth ahead of first-half sales that topped 23.8 billion pesos (US$535 million), growing nine per cent from last year’s 21.9 billion pesos ($492 million).
“Despite a more challenging economic environment and added pressure on consumers’ disposable income we’ve turned in very strong results,” said Ramon Ang, president of San Miguel Corporation. “We [will] continue to invest in brand-building and are focusing on improving sales momentum and efficient execution across all distribution levels.”
Developed by McCann Erickson Philippines, the celebrity-driven ad campaign comes in two phases, with teaser ads on billboards and in print featuring Dantes, a star on TV network GMA-7, looking for a dance partner. The second phase breaks with a TV spot showing the two stars arriving at an upscale nightspot. Other executions in the second phase include out-of-home elements and radio commercials.
“As with its previous campaigns, the brand continues to speak with both dynamism and light-heartedness - features that young drinkers can relate to during drinking moments,” said Tricia Camarillo, AVP and director of business development and corporate affairs for McCann Erickson Philippines.
The campaign is part of a concerted marketing push by San Miguel, the leading beer brand in the Philippines. In June it launched a campaign for its Pale Pilsen brand.
San Miguel is undergoing a corporate restructuring programme to allow major subsidiaries in the company to pursue a public listing and strategic partnerships following the successful public offering of its domestic beer operations in July.
“This will enable each of our operating businesses to focus more fully on optimising the underlying potential of each business, which investors could more easily appreciate,” said Eduardo Cojuangco, chairman and CEO of the San Miguel Corporation.
“Despite a more challenging economic environment and added pressure on consumers’ disposable income we’ve turned in very strong results,” said Ramon Ang, president of San Miguel Corporation. “We [will] continue to invest in brand-building and are focusing on improving sales momentum and efficient execution across all distribution levels.”
Developed by McCann Erickson Philippines, the celebrity-driven ad campaign comes in two phases, with teaser ads on billboards and in print featuring Dantes, a star on TV network GMA-7, looking for a dance partner. The second phase breaks with a TV spot showing the two stars arriving at an upscale nightspot. Other executions in the second phase include out-of-home elements and radio commercials.
“As with its previous campaigns, the brand continues to speak with both dynamism and light-heartedness - features that young drinkers can relate to during drinking moments,” said Tricia Camarillo, AVP and director of business development and corporate affairs for McCann Erickson Philippines.
The campaign is part of a concerted marketing push by San Miguel, the leading beer brand in the Philippines. In June it launched a campaign for its Pale Pilsen brand.
San Miguel is undergoing a corporate restructuring programme to allow major subsidiaries in the company to pursue a public listing and strategic partnerships following the successful public offering of its domestic beer operations in July.
“This will enable each of our operating businesses to focus more fully on optimising the underlying potential of each business, which investors could more easily appreciate,” said Eduardo Cojuangco, chairman and CEO of the San Miguel Corporation.
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