Suntory

Campaign Diaries

Japan

From New Genre to Beer… Only to Graduate from Alcohol: The ‘Tragedy’ Happened After the 2023 Alcohol Tax Reform, Why Suntory Aims for the Affordable ‘Daily Beer Market’

Brand: Suntory

Campaign: Daily Beer Market Initiative

Source: https://www.advertimes.com/20261001/article559521/

Goal: To establish a foothold in the Daily Beer market.

Summary: Suntory is transitioning its 'Kanmugi' brand from a new genre to a standard beer in response to a 2023 tax reform that equalized the tax rates for beer and low-alcohol beverages. With the new pricing strategy, Suntory aims to attract consumers who previously bought new genre products to their 'Daily Beer' market by introducing three products at competitive price points. This strategic shift comes after insights gained from the tax reform indicated that merely reducing the price of beer would not automatically lead to an increase in beer consumption.

Campaign Diaries

No Brand Diaries found.

Japan

Defying Voices of ‘Bad’ and ‘Not Selling’, Suntory’s NOPE Surpasses 100 Million Units with a Phenomenal Surge!

Brand: Suntory

Campaign: Guilty Carbonated NOPE

Source: https://www.advertimes.com/20260903/article556400/

Goal: To capture the attention of young consumers and become a hit product

Claim: Guilty carbonated drink that breaks traditional norms

Media: Television, Social Media

Summary: Suntory's new product, Guilty Carbonated NOPE, launched on March 24, has surpassed 100 million units sold within just 150 days of release, marking the fastest record for a new beverage from the company. With a unique black and magenta packaging design, the product gained immense popularity through viral social media campaigns and a memorable TV commercial featuring comedic elements. Although initial consumer reactions varied regarding its taste, the product's versatility led to numerous creative uses reported by consumers.

Campaign Diaries

No Brand Diaries found.

beverage marketing product launch viral advertising

Japan

Suntory’s Uncle Becomes a New Face of Yokohama: The Creator Ryohei Yanagihara’s ‘Human Warmth’ Captured in a Statue

Brand: Suntory

Campaign: Uncle Ryohei Statue Unveiling

Source: https://www.advertimes.com/20260817/article554015/

Goal: To honor the creator's legacy and emphasize human warmth

Claim: Remember humanity in times of change

Media: Public event

Summary: On August 17, the 'Uncle Ryohei Statue' was unveiled at the Nippon Maru Memorial Park, donated by Suntory to honor its creator Ryohei Yanagihara. The statue features a quote from Yanagihara about the importance of humanity and humor, intended to resonate with visitors and remind them of human warmth in challenging times.

Campaign Diaries

No Brand Diaries found.

brand legacy humanity statue unveiling

Campaign Diaries

From New Genre to Beer… Only to Graduate from Alcohol: The ‘Tragedy’ Happened After the 2023 Alcohol Tax Reform, Why Suntory Aims for the Affordable ‘Daily Beer Market’

Campaign Diaries

Defying Voices of ‘Bad’ and ‘Not Selling’, Suntory’s NOPE Surpasses 100 Million Units with a Phenomenal Surge!

Campaign Diaries

Suntory’s Uncle Becomes a New Face of Yokohama: The Creator Ryohei Yanagihara’s ‘Human Warmth’ Captured in a Statue

Campaign Diaries

Case Study Details