CLIENT
Sleeman Breweries
Scott Pederson, Director of Marketing
Tom Rojek, Brand Manager
AGENCY
The&Partnership (Canada) *Lead Agency
Christopher Andrews, President
Zeeshan Hussain, Account Director
André Louis, Head of Strategy
Ron Smrczek, Executive Creative Director
Tony Lee, Writer
Angela Carroll, Integrated Producer
Jungle Media
Frazer Berndt, Media PLanner
Cindy Drown, SVP, Co-Managing Director
Stuart Galloway, Group Media Manager
SUMMARY
Sapporo premium beer had begun to lose momentum in a declining category. To drive sales we needed to keep the brand anchored in its Japanese origins yet broaden its relevance and relatability to a North American audience.
The solution was a vibrant campaign celebrating the beloved contributions the West has made to Japanese culture. Baseball, burgers, jeans, rock ‘n roll and of course, beer, have been embraced and transformed into something familiar yet quite unique.
The campaign created a surge in sales, culminating in dramatic YOY growth of 11.5%.
