Adam Siriraka: Beerlao: Proud to be lao campaign

beer that go beyond beverage, but a beer of pride

Challenge :

Beer Laos is the true national beer of Laos, not just by name or the origin. Beer Laos truly represents Laos nation, its’ people and culture at every steps of making processes. Nowadays, when Western values and cultures massively influx through both social media and Laos expats, who returned to the country, caused Laos new generations lacking pride and interest in their own culture and values. Seeing this change, Beer Laos as a brand that believes and stands for Laos culture and tradition want to make a statement.

Idea :

Most of the alcoholic beverage category advertisements are usually presented in entertaining aspect. However, Beer Laos want to deliver a more meaningful message that could actually bring Laos’ culture and values back for the world to see especially new generation of Laos people. The brand would like to ensure that through all advertisements and communications of
Beer Laos always portrayed image and identity of “Laos people” or so called “Be lao”.

With this brand’s purpose and belief together with creative agency, the new Beer Laos advertisement
not just showing the product, but portraying Laos culture and values through the product
in order to bring back sense of pride of being Laos.

Results:

Due to the situation of Covid-19, all celebrations and traveling home during Laos new years festival are forbidden. However, this campaign was such a success with all positive feedbacks from Laos people. After first video clip was launched during Laos New Years festival, number of Facebook engagement reached

up to 1.5 million viewers within few days
more than 5000 shares and comments.
Most of all addressed their pride and admiration of Laos’ culture.

The success of this campaign was not only about the positive feedbacks and high number of viewers but the brand itself who choose to speak and stand for Laos people despite the hardest times.