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Singapore Press Holdings - XO beer (1993) Singapore

When newspapers were losing out to TV, the task was to demonstrate how newspaper advertising was not only relevant for advertisers but also essential. I created a fake product that had everything people in market research claimed they did not like, it was a dark beer with high alcohol content. This in turn was a classic USP that I could demonstrate in the ad campaign.

Like being struck behind the ear with a sockful of wet sand. Only nicer. Slightly.

‘In absence of horse, a policeman also can.’ is colloquial Singaporian.

To experience the effect of our beer without trying one...‘In absence of horse, policeman also can.’

With these ads, only running in, it demonstrated the power of advertising in Singapore Press Holdings. People started asking for XO Beer in bars all over Singapore.

‘12% alcohol; 100% lethal.’ turned out to be quite attractive and eventually, we had to create the beer.

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