SINGAPORE/ VIETNAM – November 28, 2013 – Lowe has partnered with brewery company Kirin for the launch of a new energy cola, ‘Rising’, this month in Vietnam. This is a complete new category of drinks and straddles both the energy drinks market as well as the cola market. The campaign, led by the Lowe teams in Singapore, will launch print and TVC elements nationwide in November and December this year.
Lowe’s task was to create a unique position for Rising, which would also appeal to the culture of Vietnamese youth. Kirin wanted a campaign that reflected Rising’s offer and recipe, which is distinct from both carbonated lifestyle drinks and energy drinks.
The solution is a movement of positive motivation and empowerment. The campaign positions Rising as a catalyst – spurring Vietnamese consumers to act on their aspirations and dreams. The ‘It Starts Here’ campaign uses brand elements in a surprisingly creative manner. The idea builds on the brand’s visual imagery of a rising sun, suggesting a new day and a new beginning.
The key visual transforms the colors of Rising’s red and black sunrise motif into flowing liquids – black for cola, red/gold for energy. As the liquids move, they morph into the shapes of a guitarist, a dancer, a skateboarder, and other inspirational figures.
Toru Yamasaki, general manager, marketing, SEA Region, Kirin Holdings Singapore explained: “Vietnam’s youth have been born at a time where there are great prospects and experiences to be offered by life. Their Vietnam is an open cultural and economic environment where there are endless possibilities. We wanted to harness this sentiment in our campaign for Rising.”
Rupen Desai, regional resident, Lowe Asia Pacific added: “This is the first taste of work created by Lowe and Kirin, and it is proving to be a very enjoyable partnership for the teams. This campaign offers a positive, ‘take action’ message. The communication aims to inspire, and Rising gives our consumers the added energy boost needed to bring their dreams to life.”
Lowe was signed to carry out regional initiatives for Kirin Holdings Singapore in July this year. Kirin is a well-known name across the globe. Established in 2010, Kirin Holdings Singapore is a beverage company that upholds the tradition of quality that the Kirin brand has maintained for over a hundred years in Japan.
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