Chang Beer USA

about the project

Leading Thai beer brand Chang Beer recently launched in the USA and wanted to position themselves as a premium lifestyle brand for hip millennials. Their current branding and reputation in Thailand was that of a cheap beer for backpackers. We partnered with Smorgasburg in Los Angeles for a beer garden takeover throughout the summer in 2017.

key tactics
  • Tapped into top local food and fashion influencers to attend the event and promote fan attendance by hosting social media giveaways.
  • Produced a series of stylized promotional videos* for a targeted ad campaign on Facebook and Instagram.
  • Created a series of interactive activities for fans at the event including beer cap plinko for the chance to win branded swag, custom engraved beer mugs created on site, photo booth with printable take home stickers, and giant branded Connect Four.

*Video produced by Kristin Wardian. Filmed and edited by Jordan Rennert, with drone footage by Kristin Wardian. Event photos by Matt Beard.