Calbee Shop

Marketing & Branding Strategy

Objective

Implement U.S. Market branding for flaghip store in North America
Create brand awareness and a social media strategy for a new market
Design new packaging, print material, website and digital signage
Introduce, test and optimize new Japanese snacks based on consumer feedback

Approach

We sat down with the Calbee marketing teams in both Japan and America to strategize a way for Calbee to integrate themselves into the US market while maintaining its Japanese roots. Our goals:

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

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 a new line of modern snacks and packaging with names and designs that spoke to our target audience and gave a nod to local San Franciscan culture.