Sapporo: Legendary Biru
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.