Baron's targets men in 'respect' campaign

Targeting young, modern males between 25 and 44, the brewery has taken over two commuter trains to create Baron’s-branded interiors and exteriors that resemble European castles for the ‘Command respect’ campaign. Over two weekends, costumed knights will board the trains to drum up publicity and interact with commuters to promote the lager.
 

Further activation for the branding campaign, which will run for four months until the end of December, includes outdoor executions along a network of 450 bus shelters and a train station plus below-the-line elements to raise brand visibility. 
 

Johann Hall, brand manager for Baron’s, said: “Baron’s drinkers recognise that only those who can handle the strong stuff in life will get the respect they deserve. This campaign reminds our drinkers of the proud European heritage that is behind this brand.”
 

Developed by BBDO Singapore, the ‘Command respect’ campaign aims to drive sales and market share for Baron’s according to Intan Mokhnar, client service director at BBDO Singapore. Aside from Baron’s APB’s portfolio of beer brands includes Tiger, the market leader, and Heineken. Baron’s competes with imprted lagers such as Carlsberg.
 

The brewery reported earnings growth for the third quarter of 2008 as net profit climbed 34 per cent to S$42.5 million (US$29.9 million).