The "First Press Photography" campaign for Kirin Beer underscores the brand’s commitment to purity and craftsmanship, drawing a parallel between its unique brewing method—the First Press process—and a creative approach to photography. By equating the selective, high-quality extraction technique in brewing with the deliberate precision involved in capturing an image, the campaign communicates Kirin’s promise of delivering a refined, pure drinking experience. This narrative conveys value beyond taste, positioning Kirin Beer as an artisanal product rooted in careful process and attention to detail.
Strategically, the campaign leverages a cultural and creative insight, appealing to an audience that appreciates not only premium quality but also the artistry behind production. The use of a short film format allows for a narrative-driven engagement, targeting consumers who value authenticity and craftsmanship within the alcoholic beverage market. By aligning the brand with the visual arts, Kirin taps into lifestyle and cultural conversations relevant to discerning drinkers in Australia—those likely to be motivated by sophistication and mindful consumption. The campaign’s modest YouTube engagement suggests a niche appeal, focusing on quality storytelling over broad reach. Overall, the creative angle transforms a technical brewing method into a relatable metaphor, reinforcing Kirin’s differentiation in a crowded market by emphasizing purity as a signature attribute tailored to an audience that appreciates both process and product integrity.
FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity.
This Kirin Beer 'First Press Photography' campaign centers entirely on the brand’s unique brewing process — the “First Press” method renowned for purity. The narrative creatively parallels this brewing method by “applying” it to photography, equating the specificity and care of the brewing process to curating or capturing pure photographic moments. There are no signals of problem-solution, direct demonstration, story arc resolution, symbolism for impact or drawbacks, or celebrity/testimonial cues. Instead, the core creative device is spotlighting Kirin’s distinctive technique, making the brand’s product identity and artisanal origin the hero and main differentiator.
1. Carlton Draught – Positioned as a quintessential Australian beer, Carlton Draught leverages its strong heritage and broad appeal with approachable, easy-drinking lagers. It emphasizes community, sporting culture, and social connection, promoting a traditional yet lively brand personality that resonates with mainstream beer consumers.
2. Victoria Bitter (VB) – Marketed as the iconic Australian working-class beer, VB focuses on strength, boldness, and authenticity. Its branding targets blue-collar consumers by highlighting rugged masculinity and straightforwardness, positioning itself as the beer of choice for hard-working Australians seeking a no-nonsense, dependable brew.
3. Tooheys – Tooheys appeals to a wide demographic through its diverse portfolio, including traditional lagers and craft-style beers. The brand emphasizes local Australian roots and celebrates social occasions, positioning itself as a versatile and reliable choice for casual drinkers and social gatherings alike.
4. Coopers Brewery – Coopers differentiates itself through craft beer heritage, family-owned authenticity, and natural brewing methods. It positions itself as a premium, craft-focused Australian brand catering to discerning drinkers seeking quality, tradition, and distinctive flavors within the mainstream beer market.
5. James Squire – Positioned as Australia’s first craft brewer, James Squire focuses on storytelling, craftmanship, and variety. The brand leverages historical narratives and innovative brewing to attract adventurous, quality-conscious consumers who value unique taste experiences and a connection to Aussie heritage.
Q: What is First Press Photography about?
A: First Press Photography is a 2017 campaign created by Infinity Squared for Kirin Beer in Australia. This film-based campaign centers on Kirin’s unique First Press brewing method, renowned for its purity and quality. By drawing a creative parallel between the meticulous brewing process and the art of photography, the campaign positions both as pursuits of precision and craftsmanship. The 70-second film invites viewers to experience the artistry behind both the beer and the photographic process, reinforcing Kirin’s commitment to authenticity and elevating its brand identity within the competitive alcoholic drinks market.
Q: What creative device does First Press Photography use?
A: First Press Photography employs the Unique Personality Property format, as classified by Clapboard’s 12-format taxonomy (FORMAT#11). This creative device highlights Kirin Beer’s distinctive First Press brewing method, making the product’s unique origin and artisanal process the central narrative. Rather than relying on problem-solution structures, celebrity endorsements, or overt demonstrations, the campaign metaphorically extends the concept of purity from brewing to photography, positioning Kirin’s product identity as the hero and differentiator in the market.
Q: What is the campaign proposition for First Press Photography?
A: The campaign proposition for First Press Photography is to underscore Kirin Beer’s dedication to purity and craftsmanship by equating its First Press brewing method with a similarly meticulous approach to photography. This narrative positions Kirin as an artisanal, premium product for consumers who value refined processes and authentic experiences. By leveraging cultural and creative insights, the campaign appeals to a sophisticated audience in the alcoholic drinks category, emphasizing that Kirin delivers more than taste—it offers a story of process, artistry, and attention to detail that sets it apart in the market.
Q: How does First Press Photography rank in Clapboard's archive?
A: First Press Photography holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Kirin Beer's category?
A: In the Australian beer market, Kirin Beer competes with brands such as Carlton Draught, which leverages its heritage and broad appeal through approachable lagers and a focus on community and sports culture. Victoria Bitter positions itself as the beer of choice for working-class Australians, emphasizing strength and authenticity. Tooheys appeals to a wide demographic with a versatile portfolio and a focus on social occasions, while Coopers Brewery stands out for its craft heritage and natural brewing methods, targeting discerning drinkers. James Squire differentiates itself through storytelling and craftmanship, attracting consumers interested in unique taste experiences and a connection to Australian brewing history.
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