Sapporo takes swing at a younger market

<p>Sapporo Black Label beer is running a nationwide branding campaign, </p><p>themed Love Beer, in a bid to rejuvenate its brand image. </p><p><BR><BR> </p><p>Its latest commercial, named "Barbecue", featured two characters </p><p>fighting in slow motion for food at a riverbank barbecue. </p><p><BR><BR> </p><p>In particular, the duo were after Black Label beer. </p><p><BR><BR> </p><p>Hakuhodo creative director Hiroshi Yonemura told MEDIA high speed </p><p>editing slowed down the motion of the TVC, especially to prolong the </p><p>scene showing the combatants tasting the beer and finding it </p><p>delicious. </p><p><BR><BR> </p><p>"In my generation, we were all in love with TV animation and comic </p><p>books, in which a lot of the episodes featured dramatic high speed </p><p>scenes," said Mr Yonemura. </p><p><BR><BR> </p><p>The "Barbecue" commercial has won a grand prize in the Tokyo Art </p><p>Director Club Award. </p><p><BR><BR> </p><p>It also won the best prize in the alcoholic beverage category in the </p><p>Copywriter Club Award. </p><p><BR><BR> </p><p>A new younger character, Etsuji Toyokawa who is famous for his cool </p><p>image among the younger generation, was chosen as another spokesperson </p><p>in the campaign, in addition to long-time Sapporo character Tustomu </p><p>Yamazaki. </p><p><BR><BR> </p><p>When the first commercial "Spa Table Tennis" launched last January, </p><p>Black Label's branding campaign aimed to attract the attention and </p><p>interest of younger people but not to the exclusion of older and loyal </p><p>customers. </p><p><BR><BR> </p><p>Therefore, Mr Yonemura said the campaign featured both Mr Toyokawa and </p><p>Mr Yamazaki, who respectively represented the younger and older </p><p>generation of customers in their fight for everything, including the </p><p>beer in the commercial. </p><p><BR><BR> </p><p>To increase its appeal, the beer is placed in situations where people </p><p>would most likely enjoy it, such as in a spa or at a barbecue. </p><p><BR><BR> </p><p>In addition to the TV commercial, the Love Beer branding campaign was </p><p>also supported by outdoor, POP and premium promotion. </p><p><BR><BR> </p>