Sapporo needed to attract the attention of the non-traditional beer drinker in the United States: Someone who is willing to enjoy a Japanese beer outside of traditional Sushi occasions. This goal would be accomplished by appealing to “Creative Professionals” and “Creative Trend Setters” in key markets, and using non-traditional beer tactics to grab their attention.
This particular program also needed to serve as a 360° program, boost sales, and secure bigger on-premise floor displays. We couldn’t do this with a typical dealer loader BBQ grill. We needed a story.