Taiwan Fruit Beer: Mom's Catered Banquet Dish
Ashley Hsieh and Winnie Lee
Campaign details
Brand owner: Taiwan BeerAgency: McCannBrand: Taiwan Fruit BeerCountry: TaiwanChannels used: Internet – microsites, widgets, Social media, Word of mouth and viralMedia budget: Up to 500k
Executive summary
With Taiwan Beer already dominating a market with a mature consumer base, the launch of a new beer in Taiwan was a steep challenge. So in order to launch their new, lighter, fruity beer, Taiwan Beer decided to target people who don't usually drink beer, through local diners...