ABC EXTRA STOUT

The Exceptional Craftsmanship

ABC Extra Stout is the clear market leader in Myanmar and commands a price premium over its competitors. However ,consumers perceive the quality of ABC Extra Stout similar to that of competition. There was a need to reverse this perception. Most campaigns that centred on quality featured usual scenes of nice shots of the product being poured, state of the art production facilities and endless awards.

The brand was also forming a partnership with Burma Watch, a local watch artisan for a brand promotion. The challenge for the agency was how to communicate ABC’s quality credentials in a differentiated manner while highlighting this brand promotion.

The opportunity that was uncovered lies in both the brand’s shared passion for pursuing the highest quality.

In this campaign.  which is presented by The Most Exceptional Man, highlights how both brands selects only the highest quality raw materials and both religiously performs numerous quality checks at every stage of production. These efforts result in an exceptionally high-quality  stout  that meets global standards and an elegant time piece that comes with a lifetime warranty.

All communicated in fresh way that breaks free from the usual cliches.