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
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
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.’