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.” 

 

Credits
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

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.