Connor’s and Doubleback unite for bold new campaign

Connor’s Stout Porter is charting a bold new course with the relaunch of its brand campaign, “Made to Be Different,” sending a powerful message to young Malaysians to challenge societal norms and embrace authenticity. In a region where traditional expectations often dictate life choices, the iconic stout with the half Union Jack is repositioning itself not just as a beverage, but a cultural statement.

“Connor’s was born to break conventions and stereotypes of the beer category. That is why we want to help our consumers fuel the courage it takes to defy the expected and carve out their own path.” said Olga Pulyaeva, Marketing Director at Carlsberg Malaysia.

With a reputation built on a creamy profile and coffee undertones, Connor’s stands apart from traditional stouts, mirroring the attitude of those it hopes to inspire – those who break the mould.

Exclusive doubleback collab rewards the bold

To translate its message into action, Connor’s has joined forces with Doubleback, a streetwear brand known for its rebellious ethos. The result: Connor’s x Doubleback: The Duffleback Backpack – a stylish, functional hybrid bag that switches between hand-carry and backpack mode. This limited-edition piece is a nod to the duality of those navigating their own unique journeys.

With only 1,500 units produced and each worth RM900, Connor’s is putting RM1.3 million worth of premium gear into the hands of daring individuals nationwide. Fans can win the backpack through Connor’s purchases at bars, restaurants, supermarkets, convenience stores, Shopee and Grab.

“We’re not just serving an award-winning stout; we’re building a brand that resonates with the community of challengers to uncover new possibilities,” Pulyaeva added.

Launching Connor’s Collective at Heritage Valley

Connor’s next major move is the launch of Connor’s Collective – an immersive, all-day experience set for 12 July at Heritage Valley KL. Designed to bring together Malaysia’s creative non-conformists, the event will feature performances by up-and-coming DJs and bands, as well as showcases by entrepreneurs and creators who are rewriting the rules in their respective spaces.

Connor’s Collective aims to be more than a party. It’s envisioned as a hub for inspiration, connection, and collaboration among a new generation that thrives on doing things differently. The event underscores Connor’s long-term commitment to supporting subcultures and bold individual expression.

Pushing boundaries beyond the bar

The Connor’s experience is also expanding across Malaysia with over 120 outlets offering its signature Shake & Sip serve – a ritual that enhances the stout’s creamy, smooth character. Additionally, fans can look forward to spotting Connor’s-branded vending machines at selected venues, each providing a chance to win exclusive merch with every purchase.

Whether through unique partnerships, curated events, or quirky brand activations, Connor’s is making it clear that it isn’t just another stout – it’s a movement. A movement “Made to Be Different.”

For more information, visit mtbd.connorsstout.com. #CelebrateResponsibly – for non-Muslims aged 21 and above only.