Kirin Beer hands Taiwan relaunch remit to Publicis

By Mike Savage, Media Asia 10-Feb-06, 03:34

Kirin has hired Publicis to refresh its beer brand portfolio in Taiwan, heralding a major push for the Japanese brewer in a category domianted by local player Taiwan Beer.

Publicis Taiwan consolidated its hold on the Kirin business after securing creative duties on Kirin's entry-level beer brand Bar at the end of January, following a two-way shootout against incumbent Dentsu Taiwan. The agency had already won Kirin's premium beer, Kirin Ichiban Sibori, as well its sake brand Gekkeikan, from Dentsu in a pitch last year. Media duties on both accounts have shifted to MindShare, as a conflicting account held by Publicis' media sibling ZenithOptimedia prevented it from contesting the pitches.

Kirin has charged Publicis with establishing a more emotional through-the-line branding platform for Bar, which has been marketed mainly through five-second TVCs aimed at raising awareness since its Taiwan launch in 2002. Publicis Taiwan GM Roy Soetanto said the agency had developed a new positioning for the pitch that was true, compelling and unique to the brand.

Kirin confirmed Publicis' victory within 30 minutes after its presentation, Soetanto added.
Publicis is also crafting a new positioning for Kirin Ichiban Sibori, which recorded media spend last year of around NT$70 million (US $2.2 million).
A prospective review of Gekkeikan, traditionally promoted through below-the-line advertising, is also on the cards.