Kirin Brewery of America LLC

Houston Helm and Company *Lead Agency

This campaign had no less of a goal than to save Kirin Beer from extinction in the U.S., as failure could drive Kirin management to withdraw its product from the United States. To achieve this remarkable objective required keen insight into the import beer drinker's psyche, dramatically new strategic thinking, an explosively impactful creative concept, and a media strategy and tactics that allowed Kirin to level the battlefield against competitors whose marketing budgets dwarfed Kirin's by as much as 20 to 1. Extensive developmental research and quantifiable pre-and post-campaign research helped document a remarkably successful marketing program.