Taiwan Beer: Start your journey of discoveries with mango

Taiwan Beer, which had a 75% market share of its sector, was looking to launch a new fruit-flavoured beer to attract those that weren't traditional beer drinkers, but needed to avoid cannibalising sales of a similar product it had launched the previous year.

Taiwan Beer: Start your journey of discoveries with mango

Winnie Lee

Campaign details

Brand owner: Taiwan BeerAgency: McCann Worldgroup TaiwanBrand: Fruit Flavored Taiwan BeerCountry: TaiwanChannels used: Events and experiential, Internet - display, Internet - microsites, widgets, Magazines - consumer, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Product placement, Public relations, Sales promotion, Social media, Television, Word of mouth and viralMedia budget: Up to 500k

Executive summary

The launch of Fruit Flavored Taiwan Beer was not an easy task.

Why? Taiwan Beer dominated...

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