Paragon pulls Asahi into premium lager league

Paragon Communications has been handed the task of relaunching Bass Brewers Japanese lager brand Asahi in the UK.

Paragon Communications has been handed the task of relaunching Bass

Brewers Japanese lager brand Asahi in the UK.



This is the first time the brand has had PR support since it appeared on

UK supermarket shelves a year ago.



Paragon aims to help Asahi compete in the premium packaged lager sector

against brands such as Becks and Budweiser and rival Japanese brands

Sapporo and Kirin.



Paragon director Quentin Cowdry said the PR strategy aimed at

’associating the brand with positive Japanese characteristics, such as

food, fashion and technology. This could involve, for example, holding a

Japanese evening in a department store so consumers can sample the

product’.



The PR drive will run in tandem with the advertising campaign through

BBJ Media Services.



Paragon has also won Bass’ Grolsch account from incumbent agency GSM in

Leeds, with a brief to reinvigorate the premium lager brand. The agency

now has seven retained Bass accounts, including Hooper’s Hooch and

Staropramen.



The new accounts for Grolsch and Asahi have a combined budget of pounds

270,000 and are worth pounds 72,000 in fees.



Cowdry said: ’We aim to help these two brands achieve ’stand out’ in the

highly competitive premium lager sector.’



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