The Challenge

When Asahi Global took back full control of Japan’s number one beer, one of the biggest challenges they faced was alignment. To create a genuinely global super-premium beer brand, they needed all markets to be on board with a new positioning and vision for the brand.

The global teams had their work cut out to ensure adoption and consistency across a range of markets, each with its own unique requirements, not to mention different levels of brand maturity and resource.


The Thinking

To create real buy-in to any plan, every stakeholder needs to be emotionally engaged in the process and take pride and ownership in a shared vision. To succeed at a global level, we had to engage at a personal level.

What We Did

Each stakeholder received a stunning personalised, luxury presentation pack to commemorate the start of a new era for the brand.

Each kit contained a set of brand guidelines and assets, providing markets with everything they needed to execute, from in-market comms and messaging architecture, through to perfect-serve videos and photography.

Then we helped to develop the ‘Discover Karakuchi’ platform, providing a unified message across a range of activations so that markets could help consumers and trade partners discover the unique taste of Japan’s Favourite beer, for themselves.

We also gave markets activation toolkits containing the assets they needed to get the job done, from guides, to delivering ‘Discover Karakuchi’ flagship events, to simple rate of sale mechanics. Markets had everything they needed to drive awareness, trial and adoption.

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