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>
by
|
07/21/2000
Sapporo Black Label beer is running a nationwide branding campaign,
themed Love Beer, in a bid to rejuvenate its brand image.
Its latest commercial, named "Barbecue", featured two characters
fighting in slow motion for food at a riverbank barbecue.
In particular, the duo were after Black Label beer.
Hakuhodo creative director Hiroshi Yonemura told MEDIA high speed
editing slowed down the motion of the TVC, especially to prolong the
scene showing the combatants tasting the beer and finding it
delicious.
"In my generation, we were all in love with TV animation and comic
books, in which a lot of the episodes featured dramatic high speed
scenes," said Mr Yonemura.
The "Barbecue" commercial has won a grand prize in the Tokyo Art
Director Club Award.
It also won the best prize in the alcoholic beverage category in the
Copywriter Club Award.
A new younger character, Etsuji Toyokawa who is famous for his cool
image among the younger generation, was chosen as another spokesperson
in the campaign, in addition to long-time Sapporo character Tustomu
Yamazaki.
When the first commercial "Spa Table Tennis" launched last January,
Black Label's branding campaign aimed to attract the attention and
interest of younger people but not to the exclusion of older and loyal
customers.
Therefore, Mr Yonemura said the campaign featured both Mr Toyokawa and
Mr Yamazaki, who respectively represented the younger and older
generation of customers in their fight for everything, including the
beer in the commercial.
To increase its appeal, the beer is placed in situations where people
would most likely enjoy it, such as in a spa or at a barbecue.
In addition to the TV commercial, the Love Beer branding campaign was
also supported by outdoor, POP and premium promotion.
