Suntory concludes media pitch for Asia

Suntory Beverage & Food Asia has appointed Publicis Media to oversee integrated strategic media buying and planning duties for its regional subsidiary brands in Asia, as confirmed to MARKETING-INTERACTIVE.

The appointment follows a competitive pitch process, concluded recently, facilitated by global consultancy Ebiquity, according to a Suntory Beverage & Food Asia spokesperson.

Publicis was selected for their proven track record in delivering strategic value, integrated ways of working, strong regional and local reporting capabilities. Under the terms of a new multi-year agreement, Publicis Media will assume responsibility for media operations across Thailand, Taiwan, Hong Kong, Malaysia and Singapore.

The move comes during a period of significant financial momentum for the company, as regional revenue rose 11.2% to JPY 406.867 billion, up from JPY 365.782 billion the previous year. While proactive marketing investments helped sales volumes exceed expectations, the brand has navigated a nuanced economic environment.

Overall segment profit surpassed internal forecasts despite a decline in the health supplement business and the financial impact of Thailand’s April 2025 sugar tax increase. This growth reflects a resilient performance even as market conditions remain challenging in regions such as Vietnam and Thailand.

On the consumer side, Suntory is capitalising on high-impact brand experiences by expanding its popular branding crossover with Pokémon. This latest iteration features a sophisticated rollout of 18 unique bottle designs across its portfolio, including Pepsi. The creative concept focuses on the evolutionary nature of the franchise, with artwork depicting Pokémon progressing from their initial forms to their fully-evolved states.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Suntory picks Dentsu for creative duties across 3 APAC markets
Suntory's lemon mascot is back for summer drinks marketing push