Bar BEER: too good at playing Bar

李建緯, 范君達

Before 2018, Taiwan Beer and Heineken Beer occupied the top two places in Taiwan's beer market, and the imported beer Kirin BarBEER failed to break through the deadlock of the third place after years of hard work. BarBEER wanted to find a new brand positioning that was different from competitors and could bring business growth.

Case Details

Brand : Bar BEER

Brand Owner : Kirin Beer KIRIN

Main Agency : Ogilvy Taiwan

Main agency holding group : WPP

Launched on the market : Taiwan

Industry : Beer

Media channels: TV (TV, IPTV, OTT), sponsorship (entertainment), influencer (key opinion consumer...

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