San Miguel, the legendary beer brand from Philippine, infiltrated the market for a while but with no apparent result. By winning the pitch in 2022 and successfully re-imagine their appearance and branding in Vietnam, me and the guys at MLM tremendously boosted the brand awareness and their premium-ness to the next level.

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We ran their Specialty Beer (Blanca, Negra & Lychee) in 2022, then continuing into 2023 by running campaigns for their entire product portfolio.