Case Study: How a Refreshing Slogan Drove 95% Sales Growth for Bawdar Beer
In a market still navigating the complexities of a post-upheaval landscape, how does a brand create a campaign that feels both optimistic and appropriate? For Bawdar Beer, the answer was simple yet powerful: focus on the universal joy of friendship and the simple pleasure of a cold beer on a hot day.
This Summer, Blink helped Bawdar launch its first major campaign of its kind since 2021, turning a clever slogan into a cultural phenomenon that delivered unprecedented business results.
The Challenge: Reigniting Connection and Driving Growth
The primary challenge was to launch a large-scale campaign that could reconnect with consumers in a meaningful way, drive significant sales growth, and build positive brand association. We needed an idea that was lighthearted enough for summer but grounded in Bawdar’s core brand promise: friendship. The campaign had to work seamlessly across every channel—from billboards to shopping malls to social feeds.
The Approach: A Fully Integrated Ecosystem Built on a Double Meaning
Our strategy was built around a simple, yet brilliant slogan: "Beat the heat with refreshing Bawdar!" The line was a clever play on words, tapping into two powerful local sentiments:
- “Don’t worry, there’s bawdar” (meaning “friends”)
- “Don’t worry about the summer heat, there’s Bawdar” (referring to the beer)
This dual meaning allowed us to create a holistic ATL, BTL, and TTL campaign where every touchpoint reinforced a single, cohesive message of comfort, friendship, and refreshment.
The Execution: Surrounding the Consumer with "Chill"
We activated the campaign across multiple fronts to create a true 360° brand experience:
- Digital Kickoff & Saturation: The campaign launched with a vibrant pre-summer video showcasing friends beating the heat with Bawdar. This was followed by a sustained release of 20 digital assets throughout the summer to maintain top-of-mind awareness.
- On-Ground Activation: We brought the brand promise to life with the Bawdar Summer Festival. For 16 days across four major shopping malls in Yangon and Mandalay, we created a "Summer Chill Zone" with games and activities, turning brand engagement into a tangible, physical experience.
- User-Generated Content: The "Share Your Chill" UGC campaign empowered fans to become the storytellers, sharing their own summer moments with Bawdar and friends, from vacations to hobbies.
- Credible Amplification: We partnered with nine key opinion leaders (KOLs) to endorse the campaign authentically, while high-visibility billboards in core cities delivered mass reach.
The Impact: Translating Brand Love into Record-Breaking Sales
The integrated campaign was a remarkable success, exceeding all expectations and proving the power of a simple, well-executed idea.
- 95% Growth in Bawdar Sales: The campaign directly translated brand engagement into a massive uplift in sales, demonstrating phenomenal ROI.
- 17+ Million Digital Reach: The sustained digital content successfully captured the attention of a massive audience.
- Nearly 5 Million Video Views: The kickoff video achieved a 4.3% click rate, surpassing standard KPIs and proving its creative effectiveness.
- 5,300+ Event Attendees: The on-ground festivals successfully converted digital interest into real-world interaction.
- 644,000 KOL Reach: The influencer partnerships effectively amplified the message to targeted communities.
By creating a positive and unifying cultural moment, Blink helped Bawdar not only "beat the heat" but also achieve its most successful campaign to date, leaving a lasting impact on both brand perception and the bottom line.
