Project Description

KIRIN BEER

I worked on Kirin right after they were bought by InBev, which immediately set out to increase Kirin’s distribution from sushi bars to boozy bars. This gave us an opportunity to relaunch the brand in a fresh way, embracing Kirin’s Japanese heritage while keeping things irreverent.

ELEMENTS: Television, Print

RESULTS: Upon rebrand, bar and supermarket sales eclipsed sushi bar sales by over 35% in West Coast cities.

PRINT – This campaign was amongst the first work presented to InBev after they landed their new distribution deals. We treated the new distribution like a new product launch.

TV – Budgets were always tight on Kirin. We thought it might be funny to just roll with it, and create a spot with the lowest production value possible. The result was an epic battle between a toy Godzilla and a bottle of Kirin. The low-production values and general ridiculousness made the spot break right through the clutter. That toy is still in my closet somewhere.

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