Sapporo tells its origin story through manga in first work from Cummins & Partners

Sapporo is leveraging its Japanese heritage, in its first major integrated campaign produced in Australia, with a manga-style advertisement that follows a man ‘in the pursuit for something more’.

Created by Cummins & Partners, the campaign reinforces Sapporo’s new brand positioning, ‘Refined by Rebellion’.

Sapporo was founded in 1876, nearby the Sapporo Mountains. Manga, a centuries old storytelling method in Japan, was employed to explore the history of the brand and the nation.

“The Sapporo origin is legendary in Japan; an inspiring story that changed Japanese beer for years to come,” said brand manager Chris Levey.

“Sapporo is admired across the globe for its deeply rooted heritage and its impact on Japanese beer culture. Australian drinkers have a strong thirst for Japanese beers and Sapporo continues to deliver high performing sales for trade retailers in bottle shops and pubs across the country.

“We are so excited with the new creative work for Sapporo and cannot wait to get it into the market. The Refined by Rebellion campaign has provided a wonderfully distinctive vehicle for us to tell our story across and has been effortlessly brought to life across multiple channels.”

Sapporo is brewed under a licence and distributed in Australia by Coopers Brewery. Cummins & Partners won the creative account for Sapporo in May, meanwhile The Royals were appointed masterbrand strategy and creative agency for Coopers in August.

Heath Collins, creative director at Cummins & Partners said: “It has been an absolute honour working with Sapporo. We love the beer and the incredible brand story. Combining Sapporo and manga, both steeped in Japanese history, was such a powerful combination in bringing the story to life. We are really excited about the launch of the campaign.”

The campaign is launching on November 1 and will be appearing across outdoor, social, online video and trade activations.


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