Our overarching message, 'The Stage is Yours To Take,' strives to inspire and uplift creators globally. To bring this ethos to local markets, we partnered with a visionary creator who shares our values, granting them creative freedom to reimagine the world's most iconic beer brand for our audience.

Our initial goal was to adapt this collaboration to touchpoints familiar to the youth. Rather than following conventional channels, we built this collaboration from the ground up, aligning it with the needs and habits of our audience. Engaging this audience through our numerous campaign touchpoints and guided by our key creative partner, our primary objective was fueled by our commitment to empower the next generation: sharing our platform, iconography, and brand influence to showcase, not appropriate, the talents of the younger generation. Through this exclusive and influential audience, our aim was to elevate brand awareness, foster brand loyalty, and enhance customer engagement.

We entrusted the reins to a young creative mind, granting them absolute control to revamp our entire iconic product range, spanning cans and bottles alike. We unveiled this disruptive initiative with the flair of a fashion drop, framing it as a limited-edition design with irresistible appeal. We then amplified our presence through events, performances, strategic partnerships and influencer outreach, showcasing our redesigned products to reinforce the narrative that we are the champions of young creators. By offering a unique opportunity that few can match, we aimed to underscore our commitment to uplifting and empowering the next generation of disruptors.

We actively searched for an individual who has navigated the same challenges encountered by our Gen Z target audience. We aimed to introduce our initiative in a manner that resonates with their experiences. We integrated creativity, audience participation and strategic promotion with a strong emphasis on high desirability, activating in ways already familiar to our fashion-focused audience, but unique for a beer brand. The outcome is a distinctive and socially shareable experience crafted to leave a lasting impact on our audience.

With Verdy as our Creative Director, our collaboration took flight with a photoshoot paying homage to design maestro, Nigo. Influencers received specially crafted packages designed for on-camera unboxing, featuring both product and exclusive merchandise. Released through a fashion drop, the product drew eager crowds, forming lines that spoke volumes about its allure.

In Korea, our venture joined forces with the influential eyewear brand, Gentle Monster, placing our collab merchandise in their flagship Haus Dosan store. Spanning four weeks, our campaign lit up Tokyo's iconic 3D billboard and vibed at a Verdy-curated hip-hop concert, spotlighting emerging artists. Attended by influencers and celebrities, the event amplified our message, underscoring the exclusivity of our product.

Additional collaborations flourished with clothing label 'Car Service', Phone case brand 'Casetify', iconic guitar maker, 'Fender' even small pizza joints, all handpicked by Verdy to showcase the rising talent and entrepreneurship of Gen Z from many different areas.

The collaboration made an immediate impact, sparking a substantial surge in User-Generated Content (UGC) and social mentions—up by an impressive 56% in Japan and 40% in Korea compared to the pre-campaign period. In Japan, unaided brand awareness rose +36% and past 4 week penetration rose +21% (6.8% vs 5.6%).

For our internal metrics, we witnessed a notable increase in Japan of 0.5 brand power compared to last year's campaign.

Particularly in Korea, there was a significant upswing in perceptions related to 'adding energy to social occasions' and 'innovative brand imagery,' culminating in sales of 2.3 million units in Japan and 600 thousand units in Korea within just four weeks.