asahi campaign notebook
TRANSCRIPT
Jennifer LutmanLaura Croswaite
Matthew DekneefRebekah Roberts
Jennifer Tran
12.4.08
December 5, 2008
“ Taste Individuality ”
Executive Summary
1.
Output Advertising has created a unique, ground-breaking campaign that will shatter the competition. We aim to break away from
traditional beer advertising and create a marketing mix that will sur-prise and intrigue Americans. With a budget of 30 million dollars,
we have created a complete advertising campaign for the year 2009-2010. Our goal is simple: generate awareness and buzz for the Asahi
brand while encouraging brand switching. A great amount of non-traditional elements have gone into this campaign which make it undeniably fresh. From our choice in target market to our media
plan, all of strategies compliment each other in their non-traditional nature. This plan is guaranteed to gain attention and, we hope, in-
crease sales. One thing is for sure with our campaign - everyone will “tasting individuality” and coming back for more Asahi.
Cheers!
Table of Contents
2.
Executive Summary.........................................1
Situation Anaylsi.............................................3
Research...........................................................4
Target Audience...............................................5
Brand Positioning............................................6
Creative............................................................7
Creative Rationale...........................................8
Packaging.........................................................9
Print Ad Strategy...........................................10
Print Ads...................................................11-14
Outdoor Strategy............................................15
Billboard.............................................16
Bus Shelter, Taxi & Subway................17
Internet & Commercial Strategy...................18
Commercial #1...................................19
Commercial #2..................................20
Internet - Interactive Ad....................21
Internet - Banner Ads..................22-23
Internet - Site Skin Takeover.............24
Media Plan....................................................25
Media Objectives...........................................26
Media Strategy...............................................27
Media Rationale.......................................28-29
Print Details.......................................30
Outdoor Details..................................31
Internet Details..................................32
Media Calendar & Costs................................33
Viral Marketing.............................................34
Asahi Website................................................35
Promotional Website.....................................36
Public Relations.............................................37
Sponsored Events.........................................38
Dumbo Art Festival............................39
Tarfest................................................40
Student Fashion Show.......................41
Partnerships..................................................42
Holiday Sales Promotions.......................43-44
Summer Promotions.....................................45
Find Asahi......................................................46 Los Angeles.........................................47 Chicago...............................................48 New York City....................................49
PR Calendar...................................................50
PR Budget.......................................................51
Evaluation......................................................52
Budget Summary...........................................53
Output Advertising........................................54
3.
BackgroundThe Asahi story dates back to 1889, when the Osaka Beer Brewing Company was established. Asahi beer was launched by Osaka in 1892 in Japan and the Asahi story has only grown from there. Asahi is extremely popular in Japan today, but its American popularity is not up to par. This is why you have come to us. Today we present you the solution to your problem.
Situation Analysis
competitorsImported Beer: Brands such as Sapporo, Heineken, and Corona are direct threats to Asahi. These
are very popular brands that hold the majority of imported beer sales within the United States.
Domestic Beer: Budweiser and Coors are two of the most popular beers in America. Domestic beer is not a direct threat to Asahi because it is not in the imported beer category, but domestic beer
still obtains the greatest amount of sales within the beer market and therefore remains a threat.
Light Beer: The overall category of light beer is a threat to Asahi because of its light, refreshing taste. We live in a health concious era where every calorie counts, therefore light beer is a threat to
Asahi. Also, women are perceived to like light beer over regular beer.
proBlem
Asahi is a household brand name in Japan, but obtains almost zero brand recognition in the United States. With hundreds of beer brands competing for sales, only a few manage to break through the clutter and resonate with American consumers. Output Advertising has created a campaign that will not only raise awareness for Asahi within the American market, but build a
brand name that completely differentiates itself from its competitors.
Research
Output Advertising spent countless hours conducting primary and secondary research. With many reports and over 100 online surveys by our side, we
managed to narrow our finding down to 6 important facts:
1. Imported Beer ConsumptIon Is GrowInG, But AsAhI hAs Almost Zero BrAnd reCoGnItIon wIthIn the u.s. Beer mArket
2. women lIke to drInk Beer, But It hAs to tAste Good
3. women drInk to soCIAlIZe
4. women drInk prImArIly off-premIse
5. there Is A huGe mIsConCeptIon thAt only men drInk Beer
6. Currently no Beer BrAnds Are AdvertIsInG A non-lIGht Beer towArds women
These six facts have become the basis of our campaign and will guide all of our strategies throughout the course of this campaign.
4.
Target Audience
they are: Women. 21-35 years old. Young professionals, college-educated,
tech-savvy, adventurous, outgoing, sophisticated, classy, intelligent
they like: Art, music, fashion, and food
they live: NYC, LA, and Chicago
Our chosen target audience is anything but traditional. We are taking a risk by choosing such an untapped market. However, our research shows us that women are drinking beer. Choosing the untapped market of women is one of our strategies in increasing brand awareness for Asahi. By focusing on females and their lifestyle activities, Asahi will be seen in new and unexpected places. We will have no other beer brand to compete with when communicating our brand message because no other brand is speaking to our audience. Without a doubt, this gives Asahi a huge
competitive edge within the beer market.
5.
6.
Product Positioning
We want Asahi to be viewed as laid-back, but still hip and cool among women, ages 21-35. We will aim to eliminate current beer stereotypes by not positioning Asahi as a “girly” beer, but
simply a great tasting beer. Since our research shows that women drink primarily off-premise, sales promotion and non-club/bar events will be utilized throughout the campaign. No ad will feature anyone in a bar or club. This is quite unusual for any alcohol ad, but we feel this only
helps to differentiate Asahi among the competitors.
NYC, LA, and Chicago will be our target markets because they have the highest populations within the country, therefore they make a great “testing ground” for our unique campaign.
Output Advertising aims to make Asahi a relatable brand among these women. We want them to emotionally connect to our brand. By encouraging our target market to become a part of the
brand experience, rather than simply experiencing the brand, we hope to build long-lasting bonds with our consumers so they keep coming back for more.
Big ideaConcept: Real Beer for Real Women
Tagline: “Taste Individuality”
7.
creative
The objective of Asahi Super Dry beer advertising is to create awareness among women 21-35 who enjoy consuming beer and that Asahi Super Dry
beer is designed especially for them and to persuade them to consider Asahi Super Dry as the
beer that appeals to their tastes and lifestyles.
Creative Rationale
Asahi Super Dry beer has a superior taste among the imported beer competition and is free from the
stereotypes that are attached to other (beer) labels.
Asahi Super Dry advertising will portray a brand that acknowledges that women consume and enjoy a
superior tasting beer that does not stereotype them.
8.
Packaging
The new packaging design for Asahi Super Dry beer is clean, minimalist, and modern which appeals to
our target audience’s preferences for technology and trends. In order to reference and maintain elements of existing Asahi branding, the logotype appears on the
can without any changes. Similarly, the semi-circle sun shaped image that also appears as an element of the previous branding is featured here with a few minor
changes including deleting the middle ring and placing the logotype within the shape.
By making these changes, a fresh new look is achieved for Asahi Super Dry packaging. The shiny silver
aluminum of the can itself interacts with the new logo-type. The removal of additional text or imagery on the can leaves it uncluttered and more likely to stand out
among the competition on the shelves.
Maintaining the new updated and modern look of the 12-ounce aluminum cans, the brown bottles have also
been modified to have the same logotype and uncluttered feel in order to promote consistency and
recognition among our target audience.
9.
Print Ad Strategy
The print advertisement designs for the Asahi Super Dry beer campaign are created with the same clean and uncluttered feel established in the packaging design. It is here that imagery and witty headlines come
together to enlighten our target audience to the fact that Asahi is a brand free from the pre-established stereotypes of other beer brands. Images associated with these stereotypes, including a red plastic cup,
keg and crushed beer can, are paired with headlines and subheads presenting our audience with a direct comparison between Asahi and other brands. Asahi is consistently presented with the image of the clean and modern can design beneath a subhead reading “us” in order to inform the audience that this brand is free from stereotypes or negative associations. By using images like the keg and crushed can on the other
side of the layout under the subhead “them”, Asahi is clearly communicating that it is not and does not want to be associated with or as a college beer, frat beer, male beer, etc.
A lot of white space is used to highlight a clean modern layout that speaks to our technologically
conscious target audience. Humor is used in the headlines in order to catch the attention of viewers and engage them with the pictures and references the ads are making; humor was also shown in our research as being the most effective means of communicating among the beer market. And while our main focus of this campaign for Asahi Super Dry is on branding and positioning Asahi as not being a stereotypical beer or brand through imagery, we also include body copy in our ads informing our audience of the benefits of this brand as having a superior tasting product. Our tagline of “Taste Individuality” incorporates both the
superior taste of Asahi beer and the brand being free from stereotypes.
10.
layout:Uncluttered with lots of white space will stand out among the cluttered ads
bombarding consumers.
color scheme:Black, red, white, gray/silver Creates clean, modern, and sophisticated look
that appeals to our audience. Maintains consistency with packaging and encourages recognition. Also, it maintains some of the original Asahi
branding of previous advertising.
11.
copy tone:The tone of our copy is very important in establishing a relationship with our target audience that we thought was best achieved by incorporating humor.
Humor has proven successful in previous beer advertising and we
believe it is more likely to promote positive recollection of the brand.
Although we are specifically targeting women, our humorous headlines can
also appeal to men who may be exposed to them.
12.
Body copy:The body copy on our print ads is
important in informing our audience of the benefits of the Asahi brand and its
Super Dry beer as having great taste. Although our main strategy is
encouraging our target audience to identify with the brand because it is free from stereotypes, and acknowledging that they do not enjoy being stereotyped by the other beer brands, we also want them to be conscious that Asahi products taste good. Our goal is create a relatable
brand and promote sales.
13.
Based on the research, we’ve chosen magazines that are popular with the target and align with their interests.
Because of the brands very small budget, we had to pick a very select
number of magazines making sure that placement would first reach our
selected market and then hit that specific group frequently throughout the year. See more in our Media Plan
about magazines chosen for placement.
print placement:
14.
Outdoor Strategy
The outdoor advertisements for the Asahi Super Dry campaign continue to
maintain the branding elements previously established including the same color scheme, imagery, tagline, and witty headlines. While the print ads have
headlines that more strongly identify with women because these ads will be placed in women’s magazines, the headlines for the outdoor advertising are more generic in appealing to both sexes. The strategy behind this is that we
don’t want Asahi to ostracize the male market in their attempts to reach women. We also don’t want Asahi to be viewed as a women’s or “girly” beer. These ads will be placed in the very visible and highly populated areas of New York City,
Chicago, and Los Angeles. In addition to the standard billboards being used, ads will also be placed on taxis, bus stop shelters, and in subways.
15.
Billboard
16.
Bus Shelter, Taxi & Subway
17.
Internet & Commercial Strategy
The commercial strategy that Output Advertising came up with for Asahi Super Dry maintains the humorous tone and tagline established in the print advertisements. We have come up with two commercial scenarios dealing with women, beer con-
sumption and stereotyping. Both of these commercials feature a female character representative and embodied by the charac-teristics of our target audience, some of which include being down to earth, enjoying good tasting beer, and being interested
in technology, art, and fashion.
In the first commercial this character encounters two stereotypical females at a house party she attends where these other women are shown wearing revealing clothing, flirting excessively, and sipping on cocktails. Our Asahi character shows some annoyance at their behavior and in her attempts to ignore them retrieves an Asahi Super Dry beer from the bar. When she
opens the Asahi can a giant wave of beer is triggered and wipes out the two stereotypical women. This act is followed by an-other witty headline of “you’re welcome” and our tagline implying that Asahi is the hero that wipes out the typical views or
representations of female alcohol consumption.
The second commercial contains the same Asahi female character in another house party/social situation where she encoun-ters a drunken man when retrieving an Asahi Super Dry beer from the refrigerator. He blatantly takes in her appearance from
head to foot and asks her for her phone number. Our character is obviously annoyed and opens her beer only to trigger an-other wave that wipes out the drunken man. The same headline and tagline are incorporated.
These two commercials will each be 15 seconds long and will be placed online.
The rest of our Internet advertising will take the form of interactive ads, traditional banner ads, and site skin takeovers. In-teractive ads will “reveal” the stereotypes associated with other beer brands. Clicking on any of the images will take the user to the Asahi website. Traditional banner ads will have witty and conversational tones that draw the reader towards it. Site
skin takeover will be the best effective strategy in getting the user to view our ad because it will be the dominate force on the chosen website. All ads will be clean, simple, and conversational in tone, reflecting the rest of our campaign.
Our tagline, “taste individuality” will appear on all online ads in order to reinforce our unique position of taste and class with the beer market.
18.
Commercial #1
Two stereotypical, scantily clad girls are at the kitchen alcove, sipping mixed drinks. Asahi girl walks into the house party.
Asahi girl annoyed by girls. Asahi girl grabs an Asahi beer behind the kitchen alcove.
Triggered by the opening of the Asahi can, a giant wave of beer slams into the girls.
Asahi girl and guy smile at one another, raising their Asahi beer cans together.
19.
Commercial #2
Asahi girl looking in fridge. Chooses an Asahi over Corona & Heineken in fridge.
Drunk guy hits on her. She is annoyed.
Opens Asahi can and a wave of beer crashes over the drunk guy, wiping him out.
Asahi girl rejoins her friends on the couch.
20.
Internet - Interactive Ad
21.
Internet - Banner Ads
22.
Internet - Banner Ads
23.
Internet - Site Skin Takeover
24.
media plan
The media plan that we have created for Asahi Super Dry is unique and innovative. We will fully utilize new technology, magazines, and outdoor
space in order to target our audience effectively. One distinguishable characteristic of our media plan that you will find no where else is the fact that we use no traditional television or radio spots within the media plan. This strategy allows Asahi to stretch out its media dollars and maximize
reach/frequency in other areas. Also, research has shown us that our target audience spends more time online than watching television or
listening to the radio. Placing the majority of our advertising online is the best strategy for reaching our audience.
25.
Media Objectives
target audience: Female, age 21-35, who are college-educated and have professional careers. They’re living
in the metropolitan areas of the American Northeast, Midwest, and West Coast. They enjoy art, travel, women’s fashion, socializing at parties, going out to eat, trying new
things, and already enjoy drinking beer.
reach: Minimum goal of 60
FREQUENCY: Minimum goal of 5 every four-week advertising period
scheduling: Launch in the summer running continuously throughout the year
geographic: National with a high emphasis on LA, NYC, and Chicago
BUDGET: Approximately 15 million
26.
Media Strategy
reach: A combination of Internet and outdoor
FREQUENCY: A combination of magazine and internet
SCHEDULING: Advertising will run continuously from the launch in August through July to
effectively raise awareness of the product and create the lead-in for the promotional events in the winter and summer quarters.
geographic: Advertising will run nationally, with greater attention spent on Los Angeles, New York, and
Chicago to reflect the high consumption in these three metro markets.
Budget: Working media budget of $15 million. Budget allocations are as followed - Print: $4
million, Outdoor: $4 million, Internet: $7 million
27.
Media Rationale
internet plays a crucial role in our media plan. Based on the research, our target spends a large majority of their time online for a variety of reasons, which is why we want to creatively place a greater part of our advertising in this medium. This gives the brand an opportunity to introduce
itself to the market through a medium that is relevant to them and their needs.
The role outdoor serves is to achieve a broad reach within a select geographic market. This is to ensure that as many of those who fall within our target will see the advertising message
which will be complemented by the radio advertising.
radio is relatively inexpensive and with enough money could be an efficient way to local-ize our advertising efforts which stands in line with our geographic objectives. But because of our
small budget, the listening habits of our target, the use of CDs and the trend and new technology of iPods, we can’t spend enough on traditional radio advertisements to make a sizable impression on our target market. Instead we will focus our efforts on using PR to partner a specific station with
our promotional events, which is outlined in the public relations section of our campaign plan.
The focus of magazine is to build high frequency with the target market through placement in specialized publications based on the research found about their demo- and psycho-graphics. This will allow the brand to introduce and maintain a consistent creative message with
the intended audience over a longer period of time.
28.
Media Rationale Cont.
Although caBle tv is a popular medium among beer brands, we feel our dollars can be spent more effectively elsewhere. Also take into consideration that the Quintile Analysis Report showed that the
usage of television by the target market is significantly light and therefore the spending of advertising dollars in this medium wouldn’t be enough to create brand awareness and strengthen its image. We believe that in the future, once the brand has established an identity with the target market – which is the objective of this
first year campaign – we would like to spread advertising across cable TV to diversify our integrated marketing mix. But as of right now, we will not. However, to achieve a presence on television, we will use
product placement on the appropriate cable channels which is outlined in our PR proposal.
The absence of newspaper is because of the media habits of the target market and the poor reproduction value. Our audience reads less print today than ever before. More are turning to the internet for current events. Placement in this medium would be a loss and wouldn’t align with the media habits and
found among our intended audience.
The overall rationale of the media strategies is to raise awareness and create the brand’s image.Because we are introducing the product to the North American market with little-to-no preconceptions, we want to introduce the brand message to a very specific audience, maintain that message, and then build a
relationship with them over the course of a year in order to create a brand image that can be continued into the future. Because Asahi has a smaller media budget, we want to localize our efforts in the three metro markets where consumption by the target is reflected. A clear and consistent creative message across the
chosen media channels to these constituents will create a favorable “buzz” about the product and assure that the original media objectives are accomplished.
29.
Based on the research, we’ve chosen magazines that are popular with the target and align with their interests. Also, because magazine is an image building medium it’s appropriate with our campaign objectives. Because of Asahi’s very small budget, we had to pick a very select number of magazines making sure that placement would first reach our
selected market and then hit that specific group frequently throughout the year.
Our primary magazine choices are glamour and instyle because they provide both the highest coverage (39.8%, 40.2%) and composition (9.6%, 13.7%), respectively, of the target in all publications. The editorial of these magazines are consistent with one another highlighting topics that include beauty, fashion, personal style, health, relationships, women’s issues, work and entertaining which all support both target’s psy-chographics. We chose to run these ads for a total of 9 times each, which will achieve our national and continuous year-long strategy. Filling in the three months where we won’t run ads will be
our secondary magazine choice allure. The idea is that because the average adult reads more than one magazine during an average month and due to the very similar editorial content in these three publica-tions, they will work together throughout the year to achieve an even higher frequency among the target market. Because of the content, we also feel this is a great choice for advertising beer to our target because it is unlike a majority of the ads and products that have become commonplace in these magazine. This will help in breaking
through the clutter and increasing the level of recognition for the brand in both markets.
Other secondary magazine choices include allure, Bon appetit, and vanity fair. Because of the tar-get’s interest in entertaining, dining out, and travel, we’re placing ads in Bon Appetit to pair the connection be-tween the beer and food to create a sense of sophistication about the product which appeals to the target. Although placement is an important part of our strategy in targeting female beer drinkers, we still want to create an awareness among the male demographic. In or- der to do this, we chose a magazine with high circulation that is non-gender specific, but will still reach our target market
in the process. We feel Vanity Fair is an efficient choice because the editorial makeup of the magazine is in line with the proposed brand image which is more sophisticated and again, supports the interest of our target market.
We also want to note that because we are going to be running frequently in all these publications (at least 3 times, at most 9), we can negotiate added value which would include discounts on 2nd covers and internet advertising on the
respective magazine’s websites. Also keep in mind, that 4/5 of the chosen magazines are part of the conde nast puBlications portfolio which indicates that we can get a group rate discount for placement.
Print Details
30.
Outdoor DetailsThe role outdoor will play in this campaign is to achieve the reach goal as described in the objectives. Outdoor is known to be a great tool for attaining higher levels of reach because it reaches a mass audience with a message that is displayed 24 hours a day. The ability to place only in a specific geography will also assist us in our strategy to place extra emphasis
on the three metro markets that reflect the consumption of our target market, staying within our budget, and serving as a complementary advertising vehicle to
the promotional events that will take place in these areas.
The use of outdoor also ties back to our original reservation of making Asahi a “women’s beer.” Our research tells us that Americans spend over
100 hours per year driving, with women, especially mothers, contributing to the majority of that time. Our
billboards will target the millions of women constantly on the go.
For the outdoor placement, we will run the creative on the poster media type in all
intended markets which is ideal for maxi-mizing top-of-mind brand awareness and effectively introducing new products to the market. In order to stay consistent, we will be running outdoor seven months of the year at the same time in the three metro markets. At the start of the campaign we will run for two months in order to create a broad awareness of the product and to supplement the launch promotions scheduled during that time. Billboards will also run again in December and January during the holiday season and at the end of our campaign to lead into the summer,
which are peak times for alcohol consumption.31.
Internet Details
Internet is our best means of simply putting our message in front of our target audience because according to our primary and
secondary research this is where they spend most of their time. The Quintile Analysis Report showed that female beer drinkers score an
index of 124, meaning they spend 24% more time online than the general audience. It also works in favor that internet users already
skew to a younger, female demographic that live in large metro cities with at least some higher education.
32.
33.
Viral Marketing
oBjectiveThe objective of our viral marketing plan is to build awareness, “buzz,” and publicity for the Asahi Super Dry brand among women
between the ages of 21-35.
strategyWe will utilize the Internet and Outdoor Media for our viral efforts. The original Asahi website, an additional promotional Asahi
website, social networks, and other third party website will be used continuously throughout our campaign. Outdoor billboards with vague and mysterious wording will be used to drive traffic to the website
planFirst, a redesign of the existing Asahi website will occur. New elements will be added to which increase user generated content and
consumer use. Users will be required to create a profile in order to upload pictures/videos. A blog, written by Asahi employees, will inform consumers of upcoming events and promotional offers. The blog allows users to directly communicate with Asahi and feel connected to the brand. Sticker, poster, coaster, and postcard template will be available for download to registered users on the website. All of these elements encourage
consumers to tell their friends about Asahi, therefore spreading the “virus.”
Next, a promotional website will be created for our campaign’s biggest promotional event, “Find Asahi.” This website will only be available during the Find Asahi promo (May-June). Interaction is key for the Find Asahi website. Clues in the form of mysterious videos will be posted each week starting in May. Each clue leads the user to a spot in their city (Chicago, New York, or LA), where a giant Asahi can hides. Once they find the can,
they are instructed to take a picture and upload their picture to the website. The first 500 people to upload pictures will be invited to an exclusive Asahi sponsored party. Billboards will assist in driving traffic to the
website. More details on the party can be found in our promotional plan. The exclusive and mysterious nature of this website will build buzz among our target audience and help to spread the “virus.”
Our hilarious 15 second commercials will be placed on our main website as well as Youtube.com, Facebook.com, and other third party websites. People will spread these videos to their friends because they are unexpected and funny.
cost4 million working budget
34.
Asahi Website
35.
Promotional Website
36.
puBlic relations
Our Public Relations strategy aims to create a relationship with our target market that will stem from being involved with events
that are relevant to their interests and lifestyle. We will create a strong public image for Asahi by pairing with respectable
partners and classy events. The ultimate goal of all our PR efforts is to generate buzz and increase awareness of the Asahi brand.
37.
Sponsored Events
oBjectivePosition Asahi in the market through interests of our target market. The goal is to generate constant, wide-ranging media coverage, while targeting specific markets.
These events will build brand awareness among females, ages 21-35.
strategyUse art, fashion, and music outlets to appeal to the tastes and lifestyle of our
selected target market. Our research has showed us that these are top 3 activities in which our target market participates.
planOne existing event in New York City, LA, and Chicago will be chosen as the Asahi sponsored event for this campaign. New York City’s event will be the Dumbo Art
Under the Bridge Festival. LA’s event will be Tarfest. Chicago’s event will be a Fashion Show put on by local college students. Further details can be found on the
pages following.
costThe total budget for all sponsored events is $3,300,000. Further cost breakdown of
each event can be found in the PR Budget on page 51.
38.
Dumbo Art Under the Bridge Festival
The Art Under The Bridge Festival is located in Brooklyn, New York. It takes during the month of August. This festival presents art that breaks the white cube: art that is touchable, accessible, and in-teractive. The Dumbo Festival acquires over 150,000 visitors each year.
Asahi will sponsor the event, as well as provide free beer to attending guests. In addition, Asahi will have it’s own gallery within this event. Inside the gallery will be 3-D
pieces of art created entirely out of Asahi beer can. Guests will be encouraged to take pictures with the
Asahi art, thereby spreading the Asahi “virus.”
39.
Tarfest
Tarfest is an annual festival of emerging film, music, and art held since 2003 at the La Brea Tar Pits in Los Ange-les, California. This 4 day indoor/outdoor, multi-venue festival features concerts, film screenings, art workshops, installations, sculptures, paintings, drawings, ‘photography, mixed media, and informational lectures.
Asahi will all the music stages present at Tarfest. The Asahi logo will be featured on the front of each stage and the all the musicians will be
provided with free beer while they are on stage (If they are over the age of 21). Having the musicians drink Asahi on-stage is a subconscious testimonial of superior taste from the band members to the attending guests.
40.
Asahi Chicago Student Fashion Show
The Asahi Chicago Student Fashion Show will take place in
Chicago, Illinois on feBruary 7th. The event will feature 5 top student fashion designers from the Chicago area who have not
started their own clothing line yet. Asahi will be the event sponsor, with our logo printed on the runway.
In addition, Asahi will hire the last 3 winners from the hit television
show, “project runway” to be the judges of this event. The chosen winner will receive $100,000 to start their own line, provided by
Asahi.
This event targets our audience perfectly. With “Project Runway” winners as judges and prize money on the line,
the Asahi Chicago Student Fashion Show is guaranteed to generate local, and even
national Buzz from consumers and the press alike.
41.
Partnerships
oBjectiveCreate a positive image for Asahi and use existing brand popularity/integrity to further our own. In order for our target market to emotional connect with the Asahi brand, we must be recognized as more than just a manufacturer of beer. Through partnerships and charity events, Asahi will be seen as a brand
that has heart and cares about its public.
strategyTeam up with a popular television show and a market that encourages
healthy eating to raise money to donate to charity. The gala will generate
publicity for the brand and others will learn of its philanthropy.
planWe will partner with two different companies. First, the BRAVO Network,
more specifically the show “top Chef.” Asahi will be sponsor one season of the show. In ad-dition, Asahi will be a “secret ingredient” on an episode. We chose this program because it
has high viewership among our audience and it’s one of the highest rated shows on TV today. Our other major partner will be whole foods. Asahi and Whole Foods will host a Charity
Gala for celebrities and political figures. Celebrity Chef Rachel Ray will cook a meal for the guests at $1,500 per plate. All proceeds will go to Feeding America, a charity that provides food to needy families across America. This partnership is important to Asahi’s public image and it is an event
that our target audience will be interested in learning about.
cost Total budget for Asahi partnerships is $750,000.
42.
Holiday Sales Promotions
oBjectiveRemind the consumers of the Asahi brand during the Holiday season, as it is a time when a lot of
off-premise consumption will be occurring. Increase sales and brand awareness.
strategyWe will increase sales promotion during the Holiday season because our research shows an
increase of alcohol consumption occurs during this time. We focus on sales promotion because our audience is women, and they are the primary grocery shoppers in most households.
planGrocery belts in stores carrying Asahi will feature a holiday sticker which features a picture of the
Asahi can with a bow on it and the tagline, “Because you’re spending the Holidays with your In-laws.” The sticker will be featured from November 2009 - January 2010. End-of-aisle coolers
in the shape of Asahi cans will also be featured in grocery stores during this time. They also have a red bow on the outside, reflecting the holiday theme. These coolers allow Asahi to stand-out from
other beers present and they catch the eye of our consumer.
costTotal budget for Asahi Holiday Sales Promotion is $900,000. Further cost breakdown can be seen
in the PR Budget on page 51.
43.
Holiday Sales Promotions
44.
Summer Promotions
oBjectiveGenerate brand awareness during the summer months, when beer consumption
is at its peak. Encourage brand switching, and spread the Asahi “virus.”
strategyCombine PR, Media, Sales Promotion, and Viral efforts in order to create the
largest Asahi event of this campaign. This will be our largest PR effort of the year in order to generate hype and recognition for the brand. Once this event is over,
everyone will have heard of Asahi.
planFind Asahi is the only event that is solely sponsored by Asahi. First, we will have three different artists from Chicago, New York, City, and LA create Asahi labels that reflect the theme of their city. Next, We will create 3, 15 foot sculptures of each can and hide them in a discrete location within its designated city. Billboards will be placed in all
three cities, directing them to a website: findasahi.com. The only other thing on those billboards will be a date and a picture of the can. Intrigued consumers will visit the
website, create a profile, and find that the website leads them to videos of clue of where they can “find Asahi.” The clues will be updated weekly, helping them find their way. Once they “find Asahi,” they are instructed to take a picture and upload it to the web-
site in order to gain access to the most exclusive party of the year. The first 500 people do so will be able to go to the Find Asahi party. There will be one in each city.
costWe will spend $2,000,000 on the Find Asahi event.45.
Find Asahi
Pictured is the 3 Find Asahi cans, one for each city. Also pictured is an example of what the Find Asahi sales promotion would look like. Each city would have a different floor
decal that reflect the theme of its respective can.
46.
Los Angeles
The Los Angeles “Find Asahi” art can represents its city with hip, trendy
colors and graphics. The flowing lines that wrap around the can repre-sent the crazy commo-
tion found in the life of a Los Angeles’ resident.
The billboard seen here will be found around all the major hot-spots of
LA during the Find Asahi promotion.
47.
Chicago
The Chicago “Find Asahi” art can was
created to represent the soul of the “Windy
City.” Blurry graphics and gradient art wraps around the can like wind whips
around this city.
This billboard will be seen in several areas
of Chicago during the Find Asahi promotion.
48.
New York City
The New York City “Find Asahi” art can
was created to represent the vitality and busy lifestyle of
NYC with bright colors and complex
graphics. This is also the billboard that can
be found in NYC during the Find Asahi
promotion.
49.
Overall PR Calendar
August
September October
November
December
January
FebruaryMarch
April
May
June
July
Asahi Sales Promotion
Asahi Sponsored Event
Asahi Guerrilla Effort
Asahi Hosted Event
Our PR efforts will run continuously throughout the year. Most events will occur during the holiday and summer months. This is consistent with our Media Plan and research which shows people
drink during these months the most throughout the year.
50.
PR Budget
sponsored event Tarfest - Los Angeles $1,600,000 Chicago Student Fashion Show $1,000,000 Dumbo Art Festival - NYC $700,000 hosted event Find Asahi Party $2,000,000 sales promotion Asahi Holiday Grocery Belt $250,000 Asahi Holiday Cooler $650,000 Find Asahi Floor Display $300,000 guerrilla Holiday Can Art $550,000 Find Asahi Giant Cans $1,500,000 partnerships BRAVO (Top Chef) $350,000 Whole Foods Gala $400,000
total cost $9,300,00051.
Evaluation
Output Advertising will evaluate the effectiveness of our campaign in August 2010, after the campaign efforts have ended. We will be looking to see if our campaign has
been successful in building brand awareness among women, ages 21-35. Also, we will research to see if women have made the switch from their normal beer to Asahi.
We will achieve our objective through 3 separate focus groups, 2 online surveys, and 1 on-premise questionnaire in each city targeted (NYC, LA, and Chicago).
We have allocated a budget of $500,000 for a thorough evaluation of our campaign.
If the campaign has proven to increase brand awareness among our target audience at least 50% and enabled brand switch by at least 30%, then we will continue to
expand upon our current campaign. If this campaign is unable to reach those objectives, an entirely new campaign will be created.
52.
Budget Summary
Media $13,247,715 PR/Promo $9,300,000 Design $2,000,000 Contingency $1,450,300 Evaluation $500,000 Commission $3,500,000
total $29,998,01553.
Output Advertising
Jenn LutmanAccount Director
Laura CroswaiteCreative Director
Rebekah RobertsPublic Relations Director
Jen TranPromotions Manager
Matthew DekneefMedia Director
54.
“Taste Individuality”