Building a marketing campaign on cultural believes is a good way to get closer to the target customer. The coming year 2009 will be the year of the Ox in the Chinese calender and Carlsberg is launching in Singapore a festive campaign for Christmas, New Year, and the the Chinese New Year. During times of economic hardship they try to built on the luck factor associated with the Year of the Ox, a good way to make Carlsberg the "lucky beer" that will bring good times back. In my opinion an interesting way to work with associations and I am curious to see what else this campaign encompasses and how they will promote their brand. If you know about any examples where marketers based their branding efforts on similar cultural believes, please share them with us.
The link to the short article
Picture courtesy of: www.brandrepublic.com
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