From 2021 to 2025, Mekhala served as PR agency of record for Heineken® and ABC Extra Stout in Cambodia — two flagship brands within the same portfolio. Across dozens of campaigns spanning global platform tie-ins, product launches, culinary programming, and milestone anniversaries, Mekhala translated global brand strategy into culturally resonant, high-visibility activations for the Cambodian market.

Flagship Campaigns

• Heineken® 150th Anniversary (2023) — To mark Heineken®’s 150th anniversary, Mekhala localised the brand’s global “150 years of good times. One way or another” platform for Cambodia, integrating it into Heineken® EDM Raveground 2023 and extending the brand’s global “Good Times Index” research to local audiences, securing coverage across ten media outlets.
• Heineken® Silver “The Smootheriser” (2025) — Mekhala led the Cambodia debut of “The Smootheriser,” Heineken Silver’s global April Fool’s concept campaign pairing beer with a tongue-in-cheek skincare crossover. The Phnom Penh launch drew 400+ guests, generated 300K+ impressions across local and regional media, and reached 375K+ views through a roster of 20+ engaged influencers — one of the year’s most talked-about KOL activations.
• ABC Extra Stout “The Exceptional” (2022–2023) — Mekhala produced multiple year-over-year iterations of “The Exceptional,” ABC Extra Stout’s signature culinary and lifestyle platform, featuring celebrity judges, chef partnerships, and a co-branded cake collaboration with 21 Bakery — establishing it as one of the brand’s most enduring programmes in the Cambodian market.

Campaign Timeline

A selection of the campaigns Mekhala delivered for Heineken® and ABC Extra Stout across the partnership:

2021

• ABC Lion Dance (ABC Extra Stout) — Cambodia’s first LED-lit lion dance tour for Lunar New Year, spanning ten Phnom Penh locations.
• ABC 12-Can Case (ABC Extra Stout) — Launch of a new multi-can packaging format.
• Heineken® UEFA Champions League Final — Official UCL sponsorship activation for KOLs and media.
• Heineken® EURO 2020/2021 — Global tournament sponsorship with in-market purchase promotions.
• Heineken® Festive Celebration — Holiday campaign featuring a touring “Heineken BOT” and citywide Christmas installations.

2022

• Heineken® Credentials & Afterwork (Heineken®) — Localisation of the global “Star Brewed for That First Sip” platform with a multi-venue Afterwork tour.
• Heineken® EDM Raveground (Heineken®) — Festival PR and influencer mobilisation.
• Road to Creamfields Cambodia (Heineken®) — Pre-party activation ahead of Creamfields Thailand.
• Heineken® EDM Afterlife & The Closer (Heineken®) — Halloween EDM rave activation with international headline acts.

2023

• ABC Reserve Tall Can Launch (ABC Reserve) — Trade and media launch of a new tall-can packaging format.
• ABC Wedding & Madama Butterfly Activation (ABC Extra Stout) — High-end brand event integrating a classical performance.
• ABC Miss Universe Pageant Activation (ABC Extra Stout) — Celebrity partnership PR.