Sapporo: Legendary Japanese Beer in Canada!

Sapporo is one of the most popular beer brands in Japan and it is brewed in Canada. In order to increase awareness in Canadian market, Sapporo started a campaign "Legendary Biru" with the following commercial and the game.


Main idea of the campaign was to introduce the brewing process behind Sapporo. But the details about the Japanese culture in the video is amazing and it is a very successful example of connecting two concepts to each other : Japanese culture - Japanese Beer. Canadians would probably never forget Sapporo's heritage after watching this commercial in which the brewing process is told as a visual show.


Glen Hunt, creative catalyst at ad agency Dentsu Canada, says that “We wanted something distinctly Sapporo and wanted to go through the heritage and the brewing process and combine the Japanese flavour but take it beyond sushi and make it mainstream” . And they definitely did.






The game is about finding a sage on the island. You look for scrolls in the screen while re-experiencing the commercial with every tiny detail. The game is connected to social media channels, as well. 


If you would like to explore further : http://www.sapporobeer.ca/




In Japan, most popular beer brands are Japanese (Sapporo, KIRIN and Asahi) and global brands are struggling to be successful in the market, I should add.

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