ABC EXTRA STOUT

ABC Extra Stout – The Most Exceptional Man Campaign

ABC Extra Stout is a market leader, but it faced a big challenge. It was perceived as an uncle’s drink. It tried repositioning itself trying to appeal to the younger generation by being one of them but did not gain traction. Meanwhile,  in the current political climate, Myanmar youth felt lost without any role model they can look up to.

Instead of the pursuing the Gen Z imagery of young, well dressed and successful,  the brand instead embraced its core identity, turning “AGE” into an asset and launched The Most Exceptional Man— a man that is confident, seasoned icon of earned respect, recognition and quiet charisma.

In the campaign, The Most Exceptional Man shares his wisdom that is centred on the importance of being true to yourself and doing things your own way and style. In “The Call” – where the phone is indispensable, he emphasized the need to truly enjoy the moment with his ABC Extra Stout without the distractions of the handphone. In “La Phat Thoat” – he shows that he can enjoy a truly humble everyday dish while elevating the occasion to that of a fine dining experience, while in “Last Piece of Chicken” – he challenges the unwritten superstition of eating the last piece of chicken on the plate affects one’s love life, all done in a lighthearted manner.

Activated across film, social, KOLs, promotions and barber partnerships, the campaign delivered outstanding results across sales and brand metrics, proving that age is no barrier to success