Suntory Taiwan clinches win at FMCG Awards

The company has launched several initiatives in line with its 10th anniversary celebration.

Global beverage company Suntory Taiwan brought home the Campaign of the Year - Taiwan title win at the recently held FMCG Asia Awards for its various initiatives that aimed to enhance brand awareness and win back their consumer base amidst severe competition in the “ready-to-drink” (RTD) category.

These initiatives were brought by the company’s beverage brand Horoyoi having a flat growth momentum, and its brand market share having been cannibalised by other lower alcohol by volume (ABV) percentage competitors.

Horoyoi is a canned chu-hi beverage with a 3% alcohol content and a variety of unique flavours offered year-round, as well as highly anticipated limited-edition seasonal flavours. The product is currently being sold in Asian markets such as Japan and Taiwan, wherein Horoyoi has become the number one RTD brand in the latter to lead the low ABV percentage trend.

Upon observing from organic social networking services posts that most of the audience has had Horoyoi in their prime, Suntory Taiwan maximised this trend and enabled consumers to reminisce those “unchanging moments of joy” with Horoyoi. The company invited singer and actress Hebe Tien to sing classical brand jingles and holistic brand comms initiatives during Horoyoi’s 10th anniversary celebration to evoke nostalgia for consumers.

At the same time, the company also launched a Mango Iced Sour limited flavour as its 10th anniversary product, with the main purpose of allowing consumers to resonate with nostalgic and “first love” taste. The limited product also leveraged lovely packaging designs and developed various contact points to ignite massive buzz. This gained the company more new drinkers and led to an increased brand awareness of 85% as of April 2023.

Organised by Retail Asia, the FMCG Awards is a prestigious event that recognises the pioneers in the industry and celebrates excellence in introducing exceptional products or executing remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].