Suntory Beverage & Food, a leading global beverage company, has appointed
Dentsu agencies in Malaysia, Singapore and Hong Kong as creative agency of
record.
Led by Dentsu One in Malaysia, the three-market pitch was a collaborative effort
that involved Dentsu X Singapore and Dentsu Hong Kong.
With the new mandate, the Dentsu agencies are tasked to develop end-to-end
creative solutions for two popular and well-loved brands in Suntory’s portfolio,
namely Ribena and Lucozade, in addition to developing campaigns for future
Suntory brands.
“The beverage industry is saturated with countless brands and consumers today
are spoilt with choices, so marketing in this fast-moving, crowded environment
is challenging indeed. Within this context, we value partnership with an agency
partner that understands how to use communications strategically and creatively
to break through the clutter, ultimately contributing to a positive impact on our
business, as well as helping us achieve our group’s vision of becoming a world-
leading, next-generation global beverage company. We’re pleased to be
collaborating with the Dentsu group moving forward, as we believe our values
and drive to win are aligned,” said Rodney Tan, Marketing Director of Suntory
Beverage & Malaysia, Singapore and Hong Kong.
Michelle Ong, CEO, Dentsu One, Malaysia said, “Our ‘thirst’ for knowledge and
thorough understanding of Ribena and Lucozade’s business landscape guided our
creative proposition. In addition, being part of the Dentsu network meant that as
we’re able to draw expertise from our regional counterparts seamlessly and
effectively to deliver strategic yet creative ideas to Suntory. The strength of our
network was instrumental in securing this win. It is also encouraging to know
that Suntory appreciates and values a good client-agency collaboration, we’re
indeed grateful and excited to be their business partners.”
Work is well underway for Suntory, and with Hari Raya Aidilfitri approaching,
Dentsu One in Malaysia kicked off the partnership with a festive campaign for
Ribena, featuring a TV commercial and online video entitled ‘Salji di Kulim’
(Snow in Kulim).
Ribena is a fruit juice beverage beloved by people of all generations, and as Hari
Raya revolves around the reunions of friends and family members across
multiple generations, the goal was to position Ribena at the heart of this joyous
occasion, by being the bridge that brings everyone together and refreshes
connections.
This translated to the creative idea of having Ribena bring unexpected moments
of joy, such as creating Ribena-flavoured snowballs, much to everyone’s delight,
to help combat the hot and humid tropical weather.
