Calbee US market testing for Japan’s snack giant

Brief

In the lead-up to their successful IPO Calbee entrusted btrax with end-to-end strategy, implementation, marketing and PR for a popup store to test potential new products for markets outside Japan.

Delivery

  • Developed and implemented brand palette from store opening to ongoing marketing
  • Led product line selection and name localization
  • Designed comprehensive print materials including tri-fold brochures, event postcards, coupons, store stationery and posters
  • Produced collateral materials including table tents, store staff t-shirts and mugs
  • Created digital menu signage and large-scale LED display ad for the Westfield, San Francisco’s largest mall
  • Created brand awareness via social media contests and marketing events
  • Conducted consumer feedback studies to refine messaging and marketing

Results

  • VIP and grand opening events drew several hundred attendees
  • Attracted wide media coverage from outlets such as SF Station, Eater, and SF Chronicle
  • Digital ad was displayed to over 1,350,000 shoppers
  • Inked a distribution deal with PepsiCo and doubled their US market share
  • 40% Integrated Marketing
  • 35%Branding
  • 15%Event Planning
  • 10%Collateral Design
40%

Integrated Marketing

35%

Branding

15%

Event Planning

10%

Collateral Design

2
btrax provided an excellent branding service for our first Calbee shop project. Their creativity and cultural sensitivity helped deliver solid results.

3
1.3M shoppers exposed to digital ad
4
5

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