Sapporo: Legendary Biru

Dentsu Canada

Section I — Basic information

Business Results Period (Consecutive Months): June 2010 -June 2011
Start of Advertising/Communication Effort: June 2010
Base Period as a Benchmark: June 2009 -June 2010

Section II — Situation analysis

a) Overall Assessment

With a brewing legacy that dates back to 1876, Sapporo is one of Japan's oldest and most successful beers. It is a world-class product with a remarkably clean, crisp taste that has helped make it one of Japan's best selling beers. But in Canada, Sapporo was a beer you'd maybe have while eating sushi but never truly consider when just drinking beer. Sapporo had been available in Canada for a number of years but without support it had not gained any true traction in the market.