Bangkok--5 Apr--Aziam Burson-Marsteller
Heineken® believes that every city has its own unique, yet fun characteristics that entice and inspire its citizens to express their creativity. In an attempt to make extraordinary, the ordinary features of the cities we live in, Heineken®, as the world's leading premium beer brand, decided to launch a new global campaign "Shape Your City." The campaign aims to broaden the imagination of and ignite creative ideas in the new generation of people living in urban cities. The launch includes new packaging, the first sleek can in the Thai beer market, which will replace the traditional-size can. Heineken® will also produce 10 limited-edition city cans that feature five local cities, and five international cities. Limited-edition cans will feature Bangkok, Chiang Mai, Pattaya, Korat, Phuket, Amsterdam, Hong Kong, Madrid, Rome, and Sydney for consumers to collect. Heineken is now available in its new packaging at all retailers.
Ms. Pattapanee Ekahitanond is Heineken® Marketing Manager at TAP Group, Heineken's® distributor in Thailand. On Shape Your City, she said, "This represents our commitment to continue our global campaign, 'Open Your City,' launched in 2014. This is a more sophisticated, new vision that encourages Thais to break free from stereotypes to embrace new experiences, and find inspiration in their own cities, no matter where they live."
Heineken®'s goal for the Shape Your City campaign is to inspire people. They launched the campaign in Thailand before rolling it out in over 100 cities globally. Heineken® started by identifying three minor concerns in three major Thai cities. In Bangkok, the concern is how to refresh and rejuvenate the city, filled with both high-rise buildings and wastelands that residents see as hindering the city's potential. When it comes to Chiang Mai, a city that boasts the most mountain peaks in Thailand, the concern is with how to make those summits more exciting and interesting for locals and tourists alike. Pattaya, a popular seaside city, is full of fun-filled daytime activities for domestic and overseas visitors, but the beach becomes deserted by night; how can we make the beach more lively and fun after sunset? To follow campaign updates, and learn about how Heineken®, along with the work of "City Shapers," is helping to bring change to these three Thai cities, visit facebook.com/Heineken.
"As part of our Shape Your City campaign that coincides with the launch of our new packaging, the first 320ml sleek can in the Thai beer market, TAP is also producing 10 limited-edition city cans. These feature five local cities, and five international cities, including Bangkok, Chiang Mai, Pattaya, Korat, Phuket, Amsterdam, Hong Kong, Madrid, Rome, and Sydney. The collectible cans will be available for approximately three months, for 44 baht per can in convenience stores, and 42 baht per can in supermarkets."
Ms. Pattapenee went on to add that, "The market value of Thailand's premium beer segment in 2015* was 6,546 million baht*, and Heineken®'s premium market share remains stable at 96%**. This reassures TAP that the Shape Your City campaign will effectively promote the brand in terms of strengthening our sustained leadership of the premium beer segment in Thailand."