A fully integrated campaign for a lager that’s actually made in Japan

UNDERSTAND

The premium Japanese beer market made a name for itself by pushing Japanese made quality. However, in more recent years, more and more Japanese beer brands have moved brewing operations off shore, making it harder for Australian drinkers to find the Japanese-brewed beverages they’ve always loved. Monsutā was created as a fresh, youthful take on Japanese beer that was actually made in Japan.

We looked to develop a campaign that clearly established Monsutā as authentically Japanese while still having the same energy as the brand’s unique visual identity.

INSIGHT

While many brands offer Japanese recipes and heritage, Monsutā is one of the few that can give drinkers a true taste of Japan, because it’s made in Japan.

IMPACT