COLT 45 BEER
LAKAS NG KAPATIRAN
Colt 45 needed to convince millennials to switch from the popular strong beer brand and choose our client’s beer.
THE PROBLEM
At the time, the film, Heneral Luna, was a pop culture smash in the Philippines. Why not turn that general’s character into an authoritative brand figure for the Filipino bros out there?
THE CULTURAL INSIGHT
The campaign idea, Lakas Ng Kapatiran (The Strength of Brotherhood), was approved and we hired the actual actor of ‘Heneral Luna’ to be the influential endorser who would teach Filipino millennials how to have a brotherly drink the right way.