The campaign for Beerlao, titled "Proud to be Lao," positions the brand not merely as a beverage but as a genuine cultural emblem embodying the identity, heritage, and values of Laos and its people. Unlike typical alcoholic drink advertisements in the region that prioritize entertainment, this campaign emphasizes authenticity and meaningful storytelling. By highlighting the deep connection between Beerlao’s brewing process and Laotian culture, the brand seeks to reinforce its role as a source of national pride and cultural representation.
Strategically, the campaign targets the emerging generation of Laotians who may be increasingly exposed to globalized influences, aiming to rekindle and celebrate a shared cultural identity through a narrative approach. The insight underlying the campaign recognizes a gap in the market where alcoholic beverage advertising often neglects meaningful cultural context. By positioning Beerlao as “Be Lao” — a symbol of national pride rather than just a product — the campaign leverages emotional resonance and cultural authenticity as differentiators. The choice of a film medium, specifically the narrative genre, supports this by allowing a deeper exploration of Laotian traditions and values, fostering a strong connection between the brand and its consumers beyond transactional consumption. This approach aligns with Beerlao’s long-term brand identity objective: to ensure all communications continually reflect and celebrate the true spirit of Laos and its people.
FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity.
This campaign centers on positioning Beerlao as the authentic national beer intrinsically linked to Laos—its people, culture, and identity. The campaign's title, "Proud to be lao," and its intention to "bring Laos’ culture and values back for the world to see" point directly to highlighting Beerlao's unique national and cultural roots. Rather than focusing on entertainment, problem-solving, storytelling arcs, or direct product demonstrations, the campaign distinctly leverages Beerlao’s status as a cultural symbol, emphasizing its unique origin and identity as the beer that truly represents Laos.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Lao Brewery Company (LBC) – As the producer of Beerlao, LBC dominates the local market by emphasizing authentic Lao heritage and national pride. It focuses on combining traditional brewing methods with modern quality standards, positioning itself as a premium, culturally-rooted beer that symbolizes Laos’ identity and craftsmanship.
2. Tiger Beer – Positioned as a bold, vibrant Asian beer, Tiger Beer targets younger consumers seeking energetic, social experiences. The brand differentiates itself through international appeal and a strong association with nightlife and urban culture across Southeast Asia, including Laos.
3. Heineken – Heineken leverages its global premium image, offering a consistent international taste with a sophisticated lifestyle appeal. In Laos, it targets affluent and cosmopolitan consumers who desire a recognizable, high-quality imported beer option.
4. Singha Beer – Singha positions itself as a symbol of Thai heritage and quality, offering a slightly lighter taste profile. It appeals to consumers interested in authentic Southeast Asian beers with a longstanding tradition, blending regional familiarity with aspirational branding.
5. Namkhong Beer – A local Lao brand, Namkhong Beer focuses on affordability and accessibility, catering to mass-market consumers. It emphasizes value and local production, competing mainly on price while maintaining a connection to Lao culture and everyday social occasions.
Q: What is Proud to be lao about?
A: Proud to be lao is a 2021 campaign created by WORKKIT Bangkok for Beerlao, the leading beer brand in Laos. This film-based campaign was developed for the Food & Drink market and centers on positioning Beerlao as more than just a beverage, but as a true cultural emblem of Laos. Through four narrative-driven media assets, the campaign highlights Beerlao’s deep connection to Laotian heritage, traditions, and identity, aiming to reinforce the brand’s role as a source of national pride and cultural representation for both local and global audiences.
Q: What creative device does Proud to be lao use?
A: Proud to be lao employs FORMAT#11 UNIQUE PERSONALITY PROPERTY, as classified by Clapboard’s 12-format taxonomy. This creative approach highlights Beerlao’s distinctive origin and identity, positioning it as the authentic national beer intrinsically linked to the people, culture, and spirit of Laos. Rather than relying on entertainment or product demonstrations, the campaign leverages Beerlao’s unique status as a cultural symbol, using narrative storytelling to emphasize its role as a genuine representation of Laotian pride and tradition.
Q: What is the campaign proposition for Proud to be lao?
A: The strategic proposition behind Proud to be lao is to position Beerlao as a genuine cultural emblem that embodies the identity, heritage, and values of Laos and its people. The campaign targets the new generation of Laotians, who are increasingly influenced by global trends, with the aim of rekindling and celebrating a shared cultural identity. By focusing on authenticity and meaningful storytelling, the campaign seeks to fill a gap in the alcoholic beverage market, where cultural context is often overlooked, and to reinforce Beerlao’s status as a symbol of national pride.
Q: How does Proud to be lao rank in Clapboard's archive?
A: Proud to be lao holds a Clapboard Campaign Score of 61/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Beerlao's category?
A: In Beerlao’s category, Lao Brewery Company (LBC) asserts its dominance by emphasizing authentic Lao heritage and national pride, while Tiger Beer appeals to younger consumers with its vibrant, social positioning and international flair. Heineken targets affluent, cosmopolitan drinkers seeking a premium imported option, and Singha Beer leverages its Thai heritage and lighter taste profile to attract those interested in authentic Southeast Asian beers. Namkhong Beer, meanwhile, competes on affordability and accessibility, focusing on value and local production for the mass market.
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