Sapporo Pure

The Ask:
Introduce Sapporo Pure, the Japanese beer company's ultra light premium beer.

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The Challenge:

The US ultra light beer market was becoming saturated and standing out to a health-conscious audience with another beer option was becoming more difficult.

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The Solution:
Align the Sapporo Pure product with the healthy lifestyle audience, but not as a reward for running a marathon or climbing a mountain. Instead, we introduced Sapporo Pure as the beer for a sophisticated and confident audience who already knew what it wanted, a premium product with lower calories and didn't think it had to "earn" having great taste.