Asahi has appointed Moon Rabbit Singapore as its creative agency to enhance its marketing presence in Singapore, with potential expansion across Southeast Asia. The collaboration also seeks to elevate brand visibility through partnerships, including an association with City Football Group and its popular Manchester City team.
Asahi, the global beverage giant, has engaged Moon Rabbit Singapore as its designated creative agency for an initial contract period of 12 to 18 months, focusing on marketing within Singapore. The partnership may extend into other Southeast Asian markets, depending on performance outcomes. Ong Kian Ann, Asahi’s head of marketing, confirmed the collaboration, emphasising their commitment to galvanising the brand’s presence and appeal among local consumers.
The main objective for Moon Rabbit Singapore will be to harness Asahi’s distinctive brand strengths to foster growth in Singapore. Asahi aims to resonate with a broader audience that seeks unique experiences and a journey of discovery through their beverage offerings. This strategic initiative aligns with the increasing interest in premium products and experiential marketing within the alcohol sector.
An additional dimension of Moon Rabbit’s responsibilities includes amplifying Asahi’s affiliation with City Football Group, particularly leveraging the popularity and success of Manchester City. This partnership is seen as an avenue to engage football enthusiasts and elevate brand visibility within a lifestyle context where sports and enjoyment intersect.
Moon Rabbit Singapore will also take on the creative reins for Peroni, orchestrating new initiatives that align with the brand’s revitalised positioning. Ong Kian Ann noted, “Moon Rabbit Singapore was chosen as the agency because it has a proven track record in delivering innovative, effective campaigns that drive business results.” This underscores the agency’s capability to meet the sophisticated marketing aspirations of both Asahi and Peroni.
Benson Toh, managing partner and executive creative director at Moon Rabbit Singapore, highlighted their campaign objectives: “Our campaigns will aim to elevate the brand’s premium image and resonate with discerning consumers who appreciate the finer things in life.” Toh joined the agency last year and, alongside managing partner Michael Banner, is focused on strengthening the agency’s offerings across various markets, including the Philippines, Macau, Australia, and Europe.
Earlier this year, Asahi and Moon Rabbit collaborated on a creative project for Chinese New Year, producing red packets that combined traditional elements with interactive features. Each packet came with a curated sticker sheet adorned with auspicious Chinese greetings and motifs representative of the festivities, such as mandarin oranges and lanterns. The design element incorporated elegant blind embossing, showcasing Asahi’s dedication to quality and craftsmanship, while also honouring the cultural significance of the occasion.
This new agency partnership is poised to position Asahi strongly within an increasingly competitive market, tapping into the evolving preferences of consumers who seek both quality and unique brand experiences in the alcoholic beverage sector. Asahi’s strategic moves highlight an industry trend favouring creative storytelling and localized marketing efforts as brands vie for consumer attention in crowded marketplaces.
Source: Noah Wire Services
