Case Study: Reinventing a Classic with ABC Extra Stout
In a turbulent beer market marked by exits, bans, and brand fatigue, ABC Extra Stout stood strong, one of Myanmar’s most iconic and enduring beverage brands. But even icons must evolve.
To defend its legacy and attract new generations of drinkers, ABC worked with Blink to create a trilogy of integrated campaigns that redefined what it means to drink ABC Stout: rooted in legacy, reinvented through innovation, and reimagined for the next generation.
Campaign I: ABC Credential – Exceptional Ways in a Classic Way
In a category shaken by brand turnover and shifting loyalties, the first focus was to reassert ABC as a long-standing, premium stout with heritage and craft at its core.
Objectives
- Re-establish ABC's credibility as one of Myanmar’s oldest and most respected beer brands.
- Engage new consumers by connecting tradition with experience.
- Encourage experimentation in how people enjoy stout.
Execution – A Three-Phase Campaign Strategy
1. Invite Phase
We launched with a series of storyteller-led KOL videos spotlighting the ritual of proper stout service:
Rinse, Pour, Skim Off, Check.
This educated Myanmar drinkers on ABC’s time-honored serving techniques, establishing the brand’s craftsmanship credentials.
2. Experience Phase
We shifted from ritual to real-world experience. Blink activated events in Yangon, Mandalay, Taunggyi, and Mawlamyine, partnering with top-tier food, lifestyle, and travel content creators to show ABC being enjoyed across Myanmar’s most iconic settings—bringing the heritage story into modern lifestyle contexts.
3. Amplification Phase
To keep momentum high, we rolled out a national KOL-driven content wave celebrating one message:
"Exceptional Ways in a Classic Way" — spotlighting creative ways to reinvent ABC:
- Mixing with lager to create a local favorite: “Pauk Si”
- Mixing with champagne for a bold Black Velvet
- Creating an ABC Stout-based BBQ sauce at home
Results
- 1.6 million reach
- 690,000 video views
- Content published across 19 KOL platforms
Campaign II: ABC Exceptional AR – Brewing Craft with Code
To supplement ABC’s heritage with a message of modern relevance, we flipped the script—from legacy to leading-edge. With the help of Rangoon Tech, Blink developed an immersive augmented reality game that guided users through the ABC brewing process—step by step.
At the end of the experience, players activated a chatbot reward journey, allowing them to redeem digital codes for:
- Free ABC beer at participating retailers
- Grand prizes including an iPhone 14 Pro Max
Digital Activations Included:
- Paid social advertising
- Branded campaign pages
- Influencer-content across gaming and tech niches
- Banner wobblers and in-store coupon seeding
- High-volume micro-influencer engagement
Results
- 850,000+ players of the AR game
- Strong brand association between ABC and tech-savvy, modern consumers
- Significant retail redemption footprint that supported sales conversion
Campaign III: ABC Mixology – A New Generation of Stout Drinkers
How do you reposition a classic for Gen Z and Young Millennials? You show that it mixes well—not just with other ingredients, but with their lifestyle.
Blink introduced the ABC “Stout-tail” series—a collection of handcrafted recipes using ABC as the hero spirit:
- ABC-tini
- ABC Sour
- Dark & Fruity
We partnered with five trend-forward KOLs known for nightlife, mixology content, and Gen Z lifestyle. Each created dynamic reels and video content showing their audience how to make the Stout-tails and presented ABC not just as a beer, but as a mixable, premium experience.
The result? Bar culture met brand storytelling head-on.
Results
- 4 million total reach
- 1.2 million video views
- High relevance and brand perception lift among young, premium consumers
- Increased demand in trend-forward consumer outlets and select high-end establishments
Conclusion: A Strategic Refresh Across Culture & Channels
Across all three campaigns, Blink helped ABC Extra Stout reinforce its legacy while remixing its image for new generations of Myanmar consumers. From ritual to AR to cocktail culture, the campaigns worked in synergy:
✅ Timeless brand values
✅ Modern, digital-first execution
✅ Audience resonance across generations