Racheal Lee
Nov 27, 2013

Kirin launches campaign for 'energy cola' in Vietnam

HO CHI MINH CITY - Beverage brand Kirin's new campaign for its Rising drink evokes the rising sun to hint at unlimited possibilities and appeal to Vietnamese youth.

Lowe Singapore developed the campaign for the product, called Rising, which straddles the energy-drink and cola markets. Running across November and December nationwide, the campaign consists of print ads and a TVC that reflect the drink's unique recipe. 

Entitled ‘It starts here’, the campaign positions the brand as a catalyst that spurs Vietnamese consumers to act on their aspirations and dreams, according to the agency. The idea builds on the brand’s visual imagery of a rising sun, suggesting a new day and a new beginning.

Toru Yamasaki, general manger, marketing, SEA Region at Kirin Holdings Singapore, noted that Vietnam is an open cultural and economic environment where there are endless possibilities. “We wanted to harness this sentiment in our campaign for Rising,” he said.

Lowe was appointed in July to carry out regional initiatives for Kirin Holdings Singapore.

Rupen Desai, regional president of Lowe Asia Pacific, said the campaign offers a positive, "take action message" appropriate for a product that gives consumers the "added energy boost needed to bring their dreams to life.” 


Lowe Singapore
Chief creative offier Dominic Stallard
Global planning director Allan Fraser-Rush
Copywriter Josh Armstrong
Art director Liong Khoon Kiat
Regional business director Srija Chatterjee
Account director Simon Ding
Regional account manager Josephine Lim

Kirin Holdings Singapore
General manager, marketing, SEA region Toru Yamasaki
Senior brand manager, marketing, SEA region Masahiko Yoshida
Brand manager, marketing, SEA region Ng Lye Leng

Media agency DraftFCB Vietnam
PR agency AVC Edelman Vietnam
Production house VHQ Post (Singapore)
Print production house Calibre Pictures and Ideas

Director William Woo, Jay Jun
Director of photography Christopher Leong, Sung Ho Jun
Production house producer Derri Ng, Victor Tan, Billy Fong

Related Articles

Just Published

3 hours ago

Watch: Ogilvy China's Year of the Tiger epic

CEO Chris Reitermann and other executives appear in a poetic new year's film encouraging the agency's staff to carry the "powerful energy of the tiger forward" into the new year.

4 hours ago

HP gifts gamers with NFTs on their 18th birthdays

Because under-18s are now limited to three hours of gaming a week in China, leveling up to 18 is a big deal. HP's Omen brand, working with Wieden Kennedy Shanghai, welcomed 575 young people to 'gamerhood' with digital gifts.

4 hours ago

Vattanac Brewery's Krud aims to 'raise the ...

The Cambodian brewery is one of a handful of new players seeking share in a crowded market. It believes its focus on quality and a celebratory brand identity designed by TSLA will help it stand out.