In end 2011, Kirin Ichiban Beer, a premium Japanese beer, launched in Tiger Beer's birthplace: Singapore. The Singaporean beer drinker had hundreds of choices to choose from, from micro brews to popular international beers, to even Japanese beers, such as Sapporo and Asahi. We needed a way to help Kirin Ichiban Beer stand out in the market.

With Valentine's Day coming up, we realised one thing: women have it easy; they get flowers. Men, however, don't have a universal gift to call their own. Recognising this opportunity, Kirin Beer shifted its sights to women (perhaps the most effective way to reach a man).We tapped into the gift-giving market to connect with and raise awareness amongst male drinkers in a brand new way. We created the Kirin Beer Bro-quet: a hand-arranged artificial bouquet with 10 mini cans of Kirin Ichiban Beer.Finally, women had the perfect bouquet for the man (or men) in their lives.

Kirin Beer Bro-quet helped Kirin Beer gain traction in Singapore and beyond, despite having no media spend. In 2 weeks, Kirin Beer Bro-quet received:• 11,908 visits to www.beerbroquet.com from 74 countries• 40,700 web page mentions (including on forums and blogs)• 69,284 Twitter impressions• 63,960 Facebook impressionsAlso, due to overwhelming response, Kirin Beer Bro-quet is now a permanent offering.More importantly, it transformed how Kirin Beer reached its consumers: from being just a drink purchased at the bar, to a cool gift purchased online for the man (or men) in your life.