Singapore, 2^nd April 2008 – Baron's Strong Brew rolled out a recent outdoor campaign on JCDecaux Network to reinforce its brand visibility and build on its equity as the beer 'Only for the Strong'.

The campaign builds on the successful of previous campaigns and reaching out to the young male adults aged 18-24 years old and the volume drinkers aged 25 to 44 years old with something more eye-grabbing and interactive. 5 of the 30 JCDecaux island lights are flanked around the City covered with barbed wires while the remaining posters are seen donned in laser beams to suggest the idea of the beer being placed in a seemingly impenetrable barrier. Baron's engage the consumers further on the idea of bringing to life the concept of 'Only for the Strong' with a 6 metres tall 3D rocky terrain pillar wrap topped with two protruding beer cans on either sides of the pillar on the façade of The Heeren.

Mr. Johann Hall, Brand Manager of Commercial Marketing at Asia Pacific Breweries, highlighted that the key reason why they chose to partner with JCDecaux was because of its strong presence in the prime locations of Orchard Road where their target young adult audience are found.

This campaign, which ends on 15th April, was booked via Mindshare Singapore while the creatives were handled by BBDO.