Taiwan Fruit Beer: Mom's Catered Banquet Dish

Ashley Hsieh and Winnie Lee

This case study describes a campaign by Taiwan Beer to launch a new Taiwan Fruit Beer brand by holding a real life and virtual event.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands