Shanghai - Saatchi & Saatchi has been appointed by Suntory to launch a new draught beer, 'Fresh', in Shanghai after a pitch that included key Suntory agency, Dentsu. The appointment marks the first time if has broken away from its Japanese agency alignment in the market.
The creative task is to rejuvenate and reposition Suntory as an aspirational brand in China, and give it greater appeal to younger drinkers by transforming it into a Lovemark among the new Chinese consumer.
Work is already in full swing on a fully integrated campaign inclusive of seasonal promotions and viral marketing.
Saatchi & Saatchi China CEO, Pully Chau, said, "Suntory has been an established foreign brand for many years. Their powerful management team didn't want to become complacent and expressed their determination to transform their brand through Suntory Fresh Beer, thus hitting a more aggressive sales target for eastern China.
"Saatchi & Saatchi has come into this new partnership to represent what the new, younger consumers think and aspire to. We did lots of Xploring among drinkers to discover the 'fresh way of living', the fresh attitudes - all of which will be expressed in the most creative ways on Suntory's new communication platform."