Cambodia · Brand & Creative Communications
Hanuman Beer: Expectations vs Hanuman
Ruder Finn Era blind-pitched Hanuman Beer a Father's Day idea for Cambodia's aggressive beer market. Research showed fathers and children rarely drink together, so the campaign avoided a forced shared-drink concept and focused on giving, positioning Hanuman as the Gift of Greatness in a tongue-in-cheek video that performed well across the brand's social channels and led to further work.
The challenge
Cambodia's beer market is more aggressive than ever, and winning share of voice means showing up on every prominent platform and cultural moment. Father's Day was an occasion the category had not yet owned.
Ruder Finn Era blind-pitched Hanuman Beer the idea of owning the day, but research revealed a cultural trap: fathers and children do not tend to drink together in Cambodia, and it is not condoned. The obvious creative of a shared beer would have rung false.
Our solution
The team stepped away from a forced togetherness concept and focused on the action of giving instead, positioning Hanuman as the Gift of Greatness, the only gift this Father's Day, an idea that respected how Cambodian families actually behave.
The idea was delivered through a funny, tongue-in-cheek video playing on the gap between what fathers expect and what they get, which travelled well across Hanuman's social channels and gave the brand a distinctive presence on the day without asking anyone to break a cultural norm.
The results
The campaign's success led to further business engagements with Hanuman.
- Client
- Hanuman Beer
- Market
- Cambodia
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Beverages and alcohol
- Engagement
- Project
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