Calbee Shop

Marketing & Branding Strategy

• Objective
• Approach
• Results

Objective

• Implement U.S. Market branding for first store in North America
• Creatie brand awareness in a new market
• Utilize various design mediums required for Packaging, Print, Web and Digital Signage
• Introduce a new Japanese Snack into the American Market
   

Approach

We sat down with the Calbee marketing teams in both Japan and America to understand the store Marketing and Branding strategy. It was very important for Calbee to integrate themselves into the US market but maintain their Japanese roots. Here are the goals we set for the Branding and Marketing.

Marketing Grand Opening Event @ Calbee Shop Pre-Opening Event @ Straits Restaurant in Westfield Product Lineup Naming Product Brand Naming (BeeMee) Campaigns LED Digital Signage Campaign	Web Marketing Implement U.S. Market branding for first store in North America Use a On-line approach to marketing with less emphasis on traditional marketing channels. Creating brand awareness in a new market Introduce a new Japanese Snack into the American Market through web campaigns Create a Social Media presence to create a community around the brand

Facebook Fan Page Twitter

Results

We created Branding (package and print designs) that was fun, matched their requirements of demographics and gave a local San Francisco feel. We came up with a Character that matched their demographic and provided a way for their potential audience to identify with. We named the products with a more natural feel for US audiences.

Media Buzz

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