Chasing
sunsets
Heineken, Cambodia
The challenge
Known for its legendary “Extra Stout,” Cambodia’s #1 premium stout beer, ABC wanted to appeal to the new generation of consumers with an innovative blend tailored to their taste and lifestyle. The iconic ABC Extra Stout resonated with more mature consumers seeking a strong and bold taste, especially at clubs and during nighttime.
To connect with the new generation of consumers craving new taste experiences and more enjoyment out of life, there was a need to create a new brew that would align with their desires and lifestyle. We were tasked with creating a pipeline of premium innovations for ABC across the SEA region to reappraise the brand with the younger generation.
The Opportunity
The first launch of the premium innovation platform was inspired by a popular drinking ritual in Cambodia, where consumers mix stout and lager beers to create a new experience that combines the strong taste of stout with the light and refreshing feel of lager.
The name “Sunset” was chosen to reflect the nighttime personality of ABC, with the idea that “an exceptional night starts with an awesome sunset,” suggesting the sessionable nature of this new proposition and marking it as the first step in the journey through the night.To create meaningful differentiation from its core range, a beautiful gradient from white to gold represents the moment of transition between day and night, replacing the iconic black can. A carefully crafted typographic language highlights the duality between lager and stout, day and night.
