Suntory picks Dentsu for creative duties across 3 APAC markets

Suntory Beverage & Food has selected Dentsu to manage creative duties in Malaysia, Singapore and Hong Kong. Led by Dentsu One in Malaysia, the three-market pitch was a collaborative effort involving Dentsu X Singapore and Dentsu Hong Kong.

The Dentsu agencies are tasked to develop end-to-end creative solutions for two brands under Suntory's portfolio, Ribena and Lucozade, in addition to developing campaigns for future Suntory brands. A+M has reached out to Dentsu for additional information.

Rodney Tan, marketing director of Suntory Beverage & Food Malaysia, Singapore and Hong Kong said it values partnership with an agency that understands how to use communications strategically and creatively to break through the clutter, ultimately contributing to a positive impact on its business, as well as helping the group achieve its vision of becoming a world-leading, next-generation global beverage company.

“The beverage industry is saturated with countless brands and consumers today are spoilt with choices, so marketing in this fast-moving, crowded environment is challenging indeed. We’re pleased to be collaborating with the Dentsu group moving forward, as we believe our values and drive to win are aligned," he added.

Michelle Ong, CEO, Dentsu One, Malaysia said the agency's thirst for knowledge and thorough understanding of Ribena and Lucozade’s business landscape guided its creative proposition. In addition, Ong said being part of the Dentsu network meant that it was able to draw expertise from regional counterparts seamlessly and effectively to deliver strategic yet creative ideas to Suntory.

"The strength of our network was instrumental in securing this win. It is also encouraging to know that Suntory appreciates and values a good client-agency collaboration, we’re indeed grateful and excited to be their business partners," she added.

Work is currently underway for Ribena, with Dentsu One in Malaysia unveiling a festive campaign for Hari Raya Aidilfitri featuring a TV commercial and an online video titled "Salji di Kulim" (Snow in Kulim).

As Hari Raya revolves around the reunions of friends and family members across multiple generations, the goal was to position Ribena at the heart of this joyous occasion, by being the bridge that brings everyone together and refreshes connections.

This translated to the creative idea of having Ribena bring unexpected moments of joy, such as creating Ribena-flavoured snowballs, much to everyone’s delight, to help combat the hot and humid tropical weather.