Carat clinches Asia Brewery in the Philippines

Asia Brewery brands include 100 Plus Isotonic Sports drink, Absolute Distilled Drinking Water, Summit Natural Drinking Water and their newest entry into the beer category, Manila Beer.

With the launch of Manila Beer, Asia Brewery is looking for new insights into the psyche of the beer drinker to ensure a successful launch into the mature beer market.  

The new beer brand needs to be differentiated not only by product attributes and communications, but with the proper choice of media as well as the manner in which the message gets to the target market.

With the opportunity to grasp a huge slice of the market in the sports beverage and water segments, the Brewery appointed Carat to work closely with them to highlight meaningful and effective media ideas to make a mark in these categories.

Mike Ochosa, managing director of Carat Philippines, said, “Although challenging, competing in the categories these brands are operating in is exciting and interesting. We are confident that our research and planning tools as well as the expertise of our people will be a key component in strengthening the position of the brands in the marketplace.