San Miguel Beer is one of the top three brands in Asia, with an annual beer production of more than 2 billion liters, and its business scope has expanded from the Philippines to Hong Kong.
More than 70 countries including Mainland China/Indonesia/Vietnam. San Miguel Beer Company was once the only beer brewery in Hong Kong, China. It has dominated the Hong Kong market for a long time since 1948, and its market share even reached 90% in 1990. Using cartoons as the spokesperson for San Miguel Beer is a more clever way. "If you don't have the funds to hire a celebrity as a spokesperson, then you create a spokesperson." Therefore, creating a cartoon image to express the lifestyle of a nonsensical group has become San Miguel The ultimate form of advertising for beer. In addition, because it is in the form of a cartoon, it is very different from other TV commercials and is quite eye-catching.
“We designed a cartoon character named Sammy using the homophone of ‘San Miguel’. He is completely different from the cute image of ordinary cartoon characters, a weird-looking troublemaker. His personality is a bit naughty and There is also some innocence. This cartoon person reflects the somewhat evil and naughty self of modern young people. Although he has some weird thoughts in his heart, he will definitely not harm others and may like to play pranks sometimes. I go to tease others, and I like to feel good when I see others panic.” Ms. Zhuang from San Miguel Beer Company analyzed the new advertising image they created for San Miguel Beer. Ms. Zhuang even said frankly, "I would do this kind of thing too."
Ogilvy & Mather (Hong Kong) has designed a series of games for Sammy called "Sammy's Sneak Attack on "Real Pig Harbor"", "Sammy's Wild Bitch - Wild Virus Invasion", "Sammy's Screen Destroyer", etc. Screen savers, mouse pointers, and desktop animation advertisements for netizens to download. The theme of these small online ads is "a little wild". The little troublemaker Sammy, who represents San Miguel Beer, will do all kinds of damage on the user's screen, making users love and hate it.
This series of online advertising programs was sent to some friends via e-mail by Ogilvy and San Miguel marketers, and it immediately became popular on the Internet, arousing the pursuit of young people, and the scope of marketing communication Far exceeding the company's initial forecast for Southern China. "A bit wild" has become a mantra among young people, and Sammy has become the most popular virtual character among young people in 2001. "China Advertising" once ranked the most influential advertising catchphrases in China in the past 20 years from 1979 to 2001. San Miguel Beer's "A Little Wild" was named the most influential advertising slogan in 2001.
In conjunction with online advertising, San Miguel Beer has developed a set of public relations activities for "a little wild" trend events targeting opinion leaders in Guangzhou, Hong Kong and other places. They distributed a large number of "Sammy is a bit wild" masks in bars and other places frequented by young people, making consumers more involved and further expanding Sammy's popularity and influence among young people.