TORONTO, May 15, 2014 /CNW/ - Sapporo, the iconic Japanese beer is excited to launch of the second
installment of its award winning "Legendary Bĭru" marketing campaign
anchored by a new television commercial that showcases the brand's
Japanese heritage by fusing traditional iconography with a hip,
cosmopolitan lounge scene.
The 30- and 60-second spots continue to forge new ground in beer ads by
featuring sumi-e animation - Japanese ink wash painting that dates back 1,000 years.
Animated Taiko drummers pound out the rhythm of a fast-paced journey as
samurai archers, geishas and dragons crash a contemporary party,
putting a uniquely Sapporo spin on the entire scene.
Conceived and developed by Toronto-based DenstuBos, the North American
campaign includes TV placements in major Canadian and US markets, as
well as full digital, social media and public relations initiatives.
"Japan's rich cultural history embodies the very values needed to brew a
world class premium beer," says Amy Dean, National Brand Manager at
Sleeman Breweries Ltd. "Stemming from Sapporo's iconic steel can, we
wanted to bring Japan's rich heritage to life in an authentic and
The spots, "Legendary Bĭru: After Dark," were shot in Cape Town, South
Africa. They were designed and produced by Imaginary Forces and feature
music and sound design by Vapor Music.
"The first Legendary Bĭru campaign, launched in 2010, used breathtaking
imagery and sounds to honour the rich Japanese brewing heritage
represented in every can of Sapporo," says Claude Carrier, President
and CEO, DentsuBos. "This next chapter continues that adventure with a
modern sensory experience that is sure to resonate with premium beer
Sapporo, the oldest beer brand in Japan, was first brewed in Sapporo,
Japan in 1876 by the German-trained brewer Seibei Nakagawa.
About Sleeman Breweries Limited
Sleeman Breweries Ltd. is the third largest brewing company nation-wide.
The company has supplemented its core Sleeman brands, which are
available in every province, with a family of exceptional regional
brands. These include Okanagan Spring in British Columbia and Unibroue
in Quebec as well as Old Milwaukee and Pabst Blue Ribbon. In 2006,
Sleeman Breweries Ltd. was acquired by Sapporo Holdings Limited
of Japan. The company markets and/or distributes world class imported
products such as Guinness, Sol, Dos Equis and Tecate and is supported
by 1,000 employees.
For further information:
For further information or to request an interview, please contact Kathleen Edmondson, Citizen Relations, (416) 934-8097 or firstname.lastname@example.org