ABC

Unlocking exceptional taste experiences

Known for its legendary “Extra Stout”, Cambodia’s #1 premium stout beer, ABC, wanted to reward current consumers while attracting new audiences.

New York 12:24 AM
London 05:24 AM
Singapore 12:24 PM
Shanghai 12:24 PM

ICONICRELEVANT

The Tension

The iconic ABC Extra Stout resonated with more mature consumers seeking a strong and bold taste. To connect with the new generation of consumers craving new taste experiences and more enjoyment out of life, there was a need to connect with this generation's desires, lifestyle and definition of success.

The Power

With a new brand, ABC Reserve - an exclusive blend of both beer and whisky - we found resonance with this new cohort, elevating the voice they have in the future of modern Cambodia. The Be Exceptional campaign we produced brings together the master brand iconicity and ABC Reserve’s innovative and celebratory spirit. Delivering this sense of excitement with a touch of mystery that the new generation seeks.

“Honouring our brewing recipe, the sleek design features premium whisky cues – from the signature coppery colour to the finely crafted typography. With Elmwood, we focused on establishing a strong emotional connection with the consumers across all touchpoints.”Loic De Laubriere, Marketing Director of HEINEKEN Cambodia