More than ever brands have to be agile and able to flex and change to societal and global demands which impact their business.
We know that brands that embrace evolution with a clear marketing strategy at the heart of it can grow their brand, expand their customer base and engagement and increase their profitability.
In this month’s Member Circle in partnership with Jebsen, we will hear from a brand that has done just that as we hear the story behind the evolution of one of China's most popular brands, Blue Girl Beer and from Jebsen about their rejuvenation.
- Jebsen Group was founded in 1895 as a shipping company, and many people in HK still know them as an old “hong” (trading company). Learn how they utilized their HQ relocation as a major step to refresh their branding, reflecting the company they are now while still acknowledging 125+ years of legacy
- Jebsen Group introduced Blue Girl to the HK market in 1906. It became one of the iconic brands as well as the #1 beer in Hong Kong, but as the years go by and more competitors come up, the brand needed to attract a new generation of beer drinkers. Gordon will talk about the 18-month brand rejuvenation journey.
After the event there will be networking and social drinks in Jebsen's wonderful new bar.
Hosted by: Hina Wainwright, Chief Marketing Officer, adm Group, we will also be joined by:
- Angela Wong, General Manager of Corporate Communications & Administration, Jebsen Group
- Gordon Lo, Head of Brand and Digital Marketing, Blue Girl Beer
Date: Wednesday 8 February
Time: 5.30pm - 8.30pm HKT
Location: Jebsen, 21/F, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong
Background on our Members Circle series
At the start of the year, we asked our members what they wanted to see more of in 2022/23. They asked for subject-matter experts, to converse with fellow members and share knowledge—and so, our Member Circles sessions were created.
Each month in APAC, we come together as a community to discover best practices, new perspectives and collaborate to solve common challenges. The sessions are limited in numbers to ensure that everyone is able to have a voice, share challenges, seek advice and spend time with your peers.
The sessions are run with a few experts on the topic to guide the conversation and provide insights, tips and solutions but ultimately it is an open discussion format, led by our board.
Members: Your place is complimentary as part of your membership. Book now via the button below.
Not yet a member?
Our events are designed for our members as an opportunity to learn, be inspired and offer a chance to meet and connect with like minded individuals. If you are interested in finding out more please contact [email protected]
In Partnership with Jebsen