Japanese Craft Beer. US west-coast launch strategy.

Challenge: 

To emerge as a challenger on a US market dominated by the Local Craft Beer culture.

 

Move: 

  • Tagline: Japanese Craft Beer. Drink in a new language
    • Position Japanese Craft Beer as a new kind of craft beer in tune with Millennials' Craft Beer drinkers lust for experience. 
    • Leverage Japanese Craftsmanship, bringing it a modern and unexpected twist by adopting US Millennials creative codes
  • Focused targeting both on the consumer and business sides to hit harder 
  • Hyper-local consumer marketing actions to optimize impact, visibility and ensure product accessibility 
  • B2B training, collabs and one-on-one meetings to push listing
  • Online and Social Media platform building and management
  • Media outreach, media and brand partnerships, PR coverage

Work: 

  • Consumer target definition and profiling
  • Brand strategy development
  • Creative concepting for events, media/brand partnerships and B2B activations
  • Internal teams coordination