ABC Reserve

In Cambodia's fast-paced and highly competitive economic environment, consumers are noticeably choosing premium over mainstream brands; giving the mainstream brands a growing advantage to dominate the market through strong presence and affordable pricing. Premium brands like HEINEKEN Cambodia’s ABC Extra Stout then face significant challenges in maintaining their unique appeal, especially in declining meaningfulness among urban and rural audiences. 

While ABC had established itself as a legacy brand symbolizing success, the challenge was clear: with a majority of the Cambodian population under 40, ABC needed to evolve to resonate with a younger generation. The goal was to ensure the brand remained relevant to a generation navigating a fast-growing world while maintaining its established identity.

Since 2019, ABC has used the “Be Exceptional” tagline as its communications north star. In 2021, we took this further with the launch of ABC Reserve, a whisky-infused brew curated to appeal to the new generation's tastes.

We needed to redefine success for the new generation—a success that reflected shared pride, shared success, and was communicated in an inspiring way. Collaborating closely with HEINEKEN Cambodia’s Consumer & Market Insights team, this vision was brought to life through a series of TVCs and side quests that deepened the storytelling rather than simply condensing it into shorter versions. 

The narrative focused on creating a ripple effect that extended beyond the screen, inspiring the new generation to follow their dreams in an aspirational way. To reach the new audience of tech-savvy, connected young Cambodians, we employed a digital-first strategy, even though Cambodia traditionally leans towards more conventional media. The campaign was designed to start a movement—The ABC Movement—expanding ABC’s brand presence and mindshare through innovative use of platforms and touchpoints.

The new "Be Exceptional" campaign successfully uplifted ABC’s brand image, highlighting how creativity and confidence can lead to success. The aspirational message resonated with Cambodia’s younger generation, reflecting their desire to contribute to society while achieving personal success.

HEINEKEN Cambodia’s data revealed that 96% of respondents affirmed the ad's distinctiveness. Metrics across enjoyment, relevance, and brand differentiation also saw significant improvements. Among the 18-34 age group, message association lifted by 1.6 points, while the 35-65 age group experienced a 1.9-point lift. A notable 3.6-point uplift was observed among women aged 35-44, demonstrating the campaign’s broad appeal across demographics. The 3.1-point average lift in ad recall further emphasized the campaign's effectiveness in leaving a lasting impression.

Perhaps the most telling result was the 0.3% increase in ABC’s brand power (BGS Q4 2023). This growth reflected the campaign’s success across diverse demographics, particularly in rural areas. Additionally, trial engagements increased, indicating genuine enthusiasm for both ABC Extra Stout and ABC Reserve.

ABC’s strategic evolution has not only safeguarded the brand against the challenges of an evolving market but also positioned it as a beacon of inspiration for Cambodia’s next generation of Lion-hearted Achievers.