Y&R launches Baron’s Strong Brew campaign in Singapore

Y&R Singapore has rolled out its first creative campaign for Baron’s Strong Brew after it was appointed by Asia Pacific Breweries earlier this year to handle the account.

The first in a series of ads will begin today. Aimed at re-establishing the brand’s European credentials, the campaign will also serve to reinforce its high-alcohol content positioning.

The ad will run throughout December over the festive season in local dailies, while below-the-line activities will be ongoing.

“It’s a return to the roots of the brand.” said James Procter, chief creative officer of Y&R Singapore. “This beer has a strong European heritage and we wanted to reflect that heritage through our headlines and with the visual.  So we turned back the clock and commissioned a local artist to hand paint the Baron’s crest on old wood. Crafted with old school cool, just like the beer.”