Lowe partners 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, launches 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. It 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 colours of Rising’s red and black sunrise motif into dynamic, 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 Manger, Marketing, SEA Region, Kirin Holdings Singapore explains: “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 President, Lowe Asia Pacific adds: “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.
For more press information, contact Miah Tolha, Project Manager, PR, Asia Pacific
Dominic Stallard – Chief Creative Officer
Allan Fraser-Rush – Global Planning Director
Josh Armstrong – Copywriter
Liong Khoon Kiat – Art Director
Srija Chatterjee –Regional Business Director
Simon Ding – Account Director
Josephine Lim – Regional Account Manager
Kirin Holdings Singapore
Toru Yamasaki – General Manager, Marketing, SEA Region
Masahiko Yoshida – Senior Brand Manager, Marketing, SEA Region
Ng Lye Leng – Brand Manager, Marketing, SEA Region
Media Agency - DraftFCB Vietnam
PR Agency - AVC Edelman Vietnam
Production House - VHQ Post (Singapore) Pte Ltd
Print Production House - Calibre Pictures and Ideas
15sec TVC (Launch tvc)
Director: William Woo
Director of Photography: Christopher Leong
Production House Producer: Derri Ng / Victor Tan
Director: Jay Jun
Director of Photography: Sung Ho Jun
Production House Producer: Derri Ng / Billy Fong