Any normal connoisseur of alcohol drinks would cringe at the thought of mixing beer with ice, but then again, most normal alcohol connoisseurs haven't tried Kirin's new drink 'Ice Plus Beer.'
Explaining that the canned beer was designed specifically to be enjoyed with ice, Kirin launched a social marketing campaign which included "hidden advertisements" and viral tweeting. Why the extensive media campaign? Japan's food and beverage markets are considerably more volatile than any other; companies like Pepsi and Nestlé push new, season-specific drinks into shops every few months. As a seasonal drink, Ice Plus Beer likely won't see production beyond the fall.
Yet, for the time being, the ice-cold beer enjoys robust marketing support. In fact, Japanese drinkers are offered a discount on cups before leaving any store that sells Ice Plus Beer, so that they can savor the drink while walking!
Chilled Brewskis
Beverage Manufacturer Kirin Introduces 'Ice Plus Beer'
Trend Themes
1. Seasonal Canned Beverages - Creating new, season-specific canned beverages could be a disruptive innovation opportunity for companies in the food and beverage industry.
2. Drink-specific Ice - Developing ice products specifically designed to enhance the taste of a particular drink creates untapped potential for companies in the ice industry.
3. Viral Social Media Campaigns - Companies in any industry can take advantage of viral social media campaigns to build brand awareness and generate buzz around new products.
Industry Implications
1. Food and Beverage - Companies in the food and beverage industry can explore seasonal drinks as a way to keep up with the volatile Japanese market.
2. Ice - The creation of ice specifically designed to enhance the flavor of a particular drink creates opportunities for innovation in the ice industry.
3. Marketing and Advertising - Creating engaging social media marketing campaigns can benefit companies in any industry looking to build brand awareness and promote new products.