Singha celebrates New Year in style

22 February, 2008

Singha beer is encouraging Brits to celebrate Thai New Year with a pull-outásupplement in Sainsbury's and Delicious magazines.

Thai New Year, or Songkran, falls on April 13-15 this year, and Singha has teamed up with Asian food company Blue Dragon, the Tourism Authority of Thailand and Thai Airways to produce the celebratory booklet, which will be published in April. It includes recipes created by Singha and Blue Dragon asáwell as a competition to win a trip toáThailand.

Singha has stepped up its activities around Songkran this year as part of its celebrations of 30 years in the UK.áIt has also unveiled a new burst ofáadvertising on more than 100 Londonátaxis, featuring a bigger bottle image than in its push last year, and pictures of tourist attractions in Londonáand Thailand.

The campaign will run for three months across Chinese New Year

and Thai New Year.

Other marketing includes 12-month advertising deals with a number of consumer magazines including FHM, Arena, Stuff and Maxim, and sponsoring Thai-themed festivals and events. UK distributor Entbe has plans to run some kind of celebration or marketing activity every month this year.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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