The Brief

In end 2011, Kirin Ichiban Beer, a premium Japanese beer, launched in Tiger Beer's birthplace: Singapore. The Singaporean beer drinker had hundreds of choices to choose from, from microbrews to popular international beers, to even Japanese beers, such as Sapporo and Asahi. With its limited budget, and with the consumer already bombarded with hundreds of messages from beer brands at every touch point, Kirin knew it couldn't afford to rely on the conventional approach to increase Kirin Ichiban Beer's share of stomach.

Creative Execution

Men love beer. And (most) men love women. Instead of using the conventional channels already saturated with messages from beer brands, we put two and two together: use women as a channel to promote Kirin Ichiban Beer. With Valentine's Day being a week away, we knew women were scrambling to get a gift for their men. Inspired by how important gift-giving is in Japanese culture, we positioned this Japanese beer into the perfect gift for their men by creating the Kirin Beer Bro-quet.

Describe the creative solution to the brief/objective.

With Valentine's Day coming up, we realised one thing: women have it easy; they get flowers. Men, however, don't have a universal gift to call their own. Recognising this opportunity, Kirin Beer shifted its sights to women (perhaps the most effective way to reach a man). We tapped into the gift-giving market to connect with and raise awareness amongst male drinkers in a brand new way. We created the Kirin Beer Bro-quet: a hand-arranged artificial bouquet with 10 mini cans of Kirin Ichiban Beer. Finally, women had the perfect bouquet for the man (or men) in their lives.

Results

Kirin Beer Bro-quet helped Kirin Beer gain traction in Singapore and beyond, despite having no media spend. In 2 weeks, Kirin Beer Bro-quet received: • 11,908 visits to www.beerbroquet.com from 74 countries • 40,700 web page mentions (including on forums and blogs) • 69,284 Twitter impressions • 63,960 Facebook impressions Also, due to overwhelming response, Kirin Beer Bro-quet is now a permanent offering. More importantly, it transformed how Kirin Beer reached its consumers: from being just a drink purchased at the bar, to a cool gift purchased online for the man (or men) in your life.