The new brand will attempt to broaden Suntory’s appeal to a younger audience. At present, Suntory is China’s eighth-biggest beer maker, and accounts for over 50 per cent of Shanghai’s beer market.
To date, though, its brands have mostly targeted a more mass-market audience, which has contributed to a considerably more mainstream positioning when compared to its elite appeal in its home market of Japan.
Saatchis secured the brief following a pitch that included key Suntory incumbent Dentsu, which will continue to handle planning and buying. In both Japan and China, Suntory works primarily with Japanese agencies, including Dentsu and Asatsu-DK.
