Sapporo: 'Shining Through' with an Iconic Beer Brand
Founded in 1876, Sapporo is the oldest beer brand in Japan and top-selling Asian beer brand in the U.S. market. While widely known as a premium Japanese beer, Sapporo's brand recognition in the U.S. was often tied to a sushi bar setting.
Looking to evolve customer perception, Sapporo wanted to inspire a new way of thinking about their brand making it the unexpected choice to make any experience feel distinctive.
Red Door crafted a brand campaign concept designed to help Sapporo 'Shine Through' the competition. Focused on reaching “Rising Stars” — educated men and women ages 21-34 with an active social life, usually the first-to-know and event-izers, we created a campaign that resonated with their lifestyle and their desire of creating memorable moments by sharing a premium beer with friends.
CREATIVE THAT SHINES THROUGH
Using imagery of moments and people highlighted by an iconic Sapporo neon star leads consumers to connect Sapporo with other distinctive experiences where the right beer adds an element of ‘theater.’ The neon sign, recognized in bars and restaurants, paired with black-and-white photography inspired by Sapporo’s signature silver and black can, is brought to a variety of new environments, encouraging consumers to choose a reliably good beer that stands out beyond their expected green-bottle competitors.