Outdoor & Events

A Bold Night Out


Issue 31 | June 2014


As in many other parts of the world, the beer category in Singapore was in decline. For Guinness an added problem was its strong taste and appearance with many younger males preferring less challenging lager.

Arthur's Day, first introduced to Singapore in 2012, was a chance for young Singaporeans to reappraise the brand through music. The budget, however, was limited.

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