Sapporo beer non customer marketing with designing casual encounter
Description
This presents an in-depth analysis of Sapporo Beer's non-customer marketing strategy, which focuses on designing accidental encounters to engage individuals previously uninterested in their products.
Recognizing that algorithmic personalization creates "blind spots" that prevent information from reaching non-users, Sapporo implemented strategies like the mobile "The Perfect Kuro Label Wagon" and the permanent "The Perfect Kuro Label Base" to create intentional, random brand interactions.
The goal is to cultivate emotional connection and brand empathy before the act of consumption, thereby transforming indifference into curiosity and eventual purchase. Furthermore, the company is redefining brand messaging for younger audiences through initiatives like the Yebisu Brewery Tokyo experience and expanding into the non-alcoholic sector to provide new entry points for those who do not drink beer.
United States
