Sapporo Bĭru - The Legend Continues on its North American Journey

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 captivating way."

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 drinkers."

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.

SOURCE: Sapporo

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For further information or to request an interview, please contact Kathleen Edmondson, Citizen Relations, (416) 934-8097 or

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