Asahi, Peroni brews up creativity with new agency appointment

Asahi has appointed Moon Rabbit Singapore as its creative agency. The contract is for 12 to 18 months and will be focused on the Singapore market, with potential extensions into other Southeast Asian markets, Ong Kian Ann, head of marketing, Asahi, told MARKETING-INTERACTIVE.

As its creative agency, Moon Rabbit Singapore will be tasked to drive growth and expansion of the brand in Singapore. The agency will leverage the brand's unique strengths and attributes to increase its relevance and appeal to a wider audience seeking a journey of discovery and unique experiences.

Additionally, Moon Rabbit Singapore will be working to amplify the brand's partnership with City Football Group leveraging on the success of Manchester City to engage football fans and enthusiasts. 

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Moon Rabbit will also be working on Peroni, where it will be launching new work based on the brand's refreshed positioning. According to Ong, Moon Rabbit Singapore was chosen as the agency "has a proven track record in delivering innovative, effective campaigns that drive business results." 

"The team's passion for creative storytelling, combined with their expertise in understanding the local market, made it a strong fit for Asahi and Peroni's marketing goals." added Ong. 

"Our campaigns will aim to elevate the brand's premium image and resonate with discerning consumers who appreciate the finer things in life," said Benson Toh, managing partner, executive creative director, Moon Rabbit Singapore. Toh, a long time DDB Singapore alumni, joined Moon Rabbit last year. During his appointment, the agency said Toh will be concentrating on existing clients that the agency has in Singapore, Philippines, Macau, Australia and Europe. He will be working with Michael Banner the managing partner to steer the agency forward, he said.

Earlier this year, Asahi and Moon Rabbit Singapore collaborated to create Chinese New Year red packets. The packets blend tradition with a playful, interactive twist. Each packet came with a curated sticker sheet filled with auspicious Chinese greetings alongside motifs of iconic festive elements such as mandarin oranges and lanterns. This allows users to decorate their own unique red packets before handing them out.

The design also incorporated beautiful blind embossing to add an elegant, tactile dimension, thoughtfully bridging Asahi’s renowned Japanese craftsmanship with the spirit of Chinese New Year celebrations.

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