Date: 2022-2023
Client: ASAHi internatio
Agency: Astound digital
My role: Senior Creative Director / Senior Copywriter
Project: "Sip the Experience" Adult Beverage 360 Campaign
Situation: In the highly competitive ready-to-drink beverage market, ASAHI's "Twisted Shotz" needed a dynamic campaign to significantly increase brand awareness and capture a larger market share. The core strategic challenge was to move beyond generic party-centric messaging and develop a sophisticated approach that could identify, target, and engage distinct audience segments with customized, compelling content.
Task: As the Creative Director and Copywriter, I was tasked with leading a global multidisciplinary team to architect and execute a full 360-degree campaign to elevate the Twisted Shotz brand. The mission was to develop the overarching creative strategy and deliver a cohesive, immersive brand experience that would drive sales and resonate deeply with consumers across all platforms.
Action: I directed every phase of the creative process, from high-level strategy to hands-on execution. My key responsibilities included:
Team Leadership & Vision: I led a global team of designers, copywriters, and email marketers, setting the overarching creative and strategic direction for the campaign. I developed the core concept, "Sip the Experience," to shift the narrative from the party occasion to the unique sensory moment of enjoying the product.
Client Partnership: I served as the primary creative point of contact for the client, presenting concepts, strategies, and progress to ensure full alignment and build a strong, collaborative partnership.
Integrated Campaign Oversight: I oversaw the design and content for all channels, including digital ads, social media content, email marketing, and video production. This involved close collaboration with media planners to ensure a cohesive and effective execution across all paid and organic platforms.
Community Engagement: A key part of our strategy was nurturing the existing fanbase. I oversaw the community management strategy for the 1 million-person Twisted Shotz Facebook fan group, transforming it into an active and engaged hub for the "Sip the Experience" campaign.
Result: The campaign contributed to a significant increase in brand awareness among the target demographic and measurable growth in sales within the first six months. The integrated approach allowed us to engage with the audience at multiple touchpoints, creating a cohesive and immersive brand experience that successfully elevated Twisted Shotz in a crowded market.
Reflection: This project reinforced that influencing audience engagement requires a truly integrated approach. Every element had to be carefully connected to ensure a smooth and interconnected experience across web, social, and email. A strong central idea is what unifies a complex campaign and creates a powerful, lasting connection with audiences.
