Leading global beverage company Suntory Beverage & Food 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 & Food 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).