“We started working with Lowe last year on Tiger Beer’s China strategy,” said Ronald Sun, director of national marketing of HAPB China, a 50 per cent joint venture of Heineken and Asia Pacific Breweries. "And this year, we extend the service to full scope for both brands Tiger and Anchor."
Lowe will be responsible for all above-the-line and below-the-line creative work. Kitty Lun, chairman/CEO of Lowe China said that the client previously used regional creative campaigns in China, so there was no official creative AOR.
Lun, who worked extensively on San Miguel’s account in her earlier career, noted that the adpsend for the two beer accounts is on a modest scale. Lowe's work will definitely include thematic ads, she indicated, but there will also be a strong digital effort.
For example, Tsingtao has become synonymous with "Chinese beer" among international consumers. Reported in China Daily in June, Tsingtao Brewery, the second-largest brewery in China, measured by production volume in China, has teamed up with the Japanese beverage company Suntory to form two joint ventures to manufacture and distribute beer in Shanghai and Jiangsu.
The article quoted a source from the China Alcoholic Drinks Industry Association, who reported that beer production in the country rose by 10.7 percent last year to 48 billion liters. China's average consumption per capita has been about 30 liters in recent years.
As reported this week, Heineken has offered to acquire the 40 per cent stake in Asia Pacific Breweries (APB) for S$5.1 billion (US$4.11 billion), and the F&N board has reportedly decided to recommend that shareholders accept the offer.
Reported in July, French brandy brand Rémy Martin has appointed Lowe China, without a pitch, as its creative AOR, giving the agency responsibility for the brand's entire portfolio for 2012 and 2013.
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