By Ken Y-N ( October 9, 2008 at 23:20)
· Filed under Entertainment, Lifestyle, Polls
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Perhaps it’s partially because the rules on advertising beer in the UK and the US, etc are very strict about not promoting enjoying beer, but humour is often key theme in their advertisements. Without such shackles in Japan, television spots for beer focus on noisy gulping down of said alcoholic beverages. This subject, beer and advertisements, was the topic for a recent survey from MyVoice.
Demographics
Over the first five days of September 2008 15,367 members of the MyVoice internet community successfully completed a private online questionnaire. 54% of the sample were female, 15% in their twenties, 37% in their thirties, 29% in their forties, and 19% in their fifties.
Just to give you an idea on how these beers get advertised, in Q2 I’ve embedded YouTube videos for each of the brands. Yes, that’s a very young Helena Bonham-Carter selling Suntory Malts! As a bonus, here’s an extra advert that I can’t embed…
Research results
Q1: What beer do you usually drink? (Sample size=15,367)
| Asahi Super Dry |
22.2% |
| Kirin Ichiban Shibori |
11.4% |
| Suntory The Premium Malts |
5.9% |
| Sapporo Yebisu Beer |
5.6% |
| Kirin Lager Beer |
3.5% |
| Sapporo Black Label |
2.6% |
| Asahi Premium Nama Beer Jukusen (Mature Selection) |
0.8% |
| Kirin Akiaji (Autumn Flavour) |
0.8% |
| Sapporo Yebisu The Hop |
0.6% |
| Kirin The Premium Muroka (Unfiltered) |
0.3% |
| Kirin Braumeister |
0.1% |
| Kirin Ichiban Shibori Stout |
0.1% |
| Sapporo Beer Fine |
0.1% |
| Other beer |
10.2% |
| Don’t drink beer |
19.3% |
| Don’t drink any alcohol |
16.5% |
Q2: Within the last three months, which beer’s television commercials have you seen? (Sample size=15,367, multiple answer)
Q3: Which beer’s television commercials is your favourite? (Sample size=15,367)
| Asahi Super Dry |
14.1% |
| Suntory The Premium Malts |
13.8% |
| Kirin Ichiban Shibori |
11.0% |
| Kirin Akiaji (Autumn Flavour) |
7.9% |
| Sapporo Yebisu Beer |
6.2% |
| Kirin Lager Beer |
2.2% |
| Sapporo Black Label |
1.5% |
| Asahi Premium Nama Beer Jukusen (Mature Selection) |
1.4% |
| Sapporo Yebisu The Hop |
1.2% |
| Kirin The Premium Muroka (Unfiltered) |
0.5% |
| Kirin Braumeister |
0.4% |
| Kirin Ichiban Shibori Stout |
0.2% |
| Sapporo Beer Fine |
0.1% |
| Other beer |
6.9% |
| None of them |
32.4% |
| No answer |
0.4% |
Q4: Do you want to drink the beer after seeing your favourite advertisement? (Sample size=those with a favourite beer commercial)
| Want to drink |
30.1% |
| Perhaps want to drink |
35.0% |
| Can’t say either way |
23.0% |
| Don’t really want to drink |
3.5% |
| Don’t want to drink at all |
7.5% |
| No answer |
0.9% |
Q5: How do you choose which brand to drink? (Sample size=beer drinkers)
| Only drink particular brands |
9.5% |
| Mostly drink particular brands, but also drink others |
50.4% |
| Drink a brand that suits how I feel |
19.7% |
| Not bothered about brand |
18.8% |
| No answer |
1.7% |
Read more on: advertising,
beer,
myvoice
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a comment i would like to share with you, as a infantryman in the korean war in 1952, i was in kokura city for R & R for five days and i will never forget the power of advertising of ASAHI beer on the billboards . the billboards showed an american soldier and a bottle of ASAHI beer with the notation on the billboard ” ALL SOLDIERS ARE HIGHLY IMPRESSED” i drank a lot of beer during those five days in kokura city and would soon return to the frontlines in korea knowing that it was the last beer i would have until i return home. i am back home now and still drink ASAHI beer. this is to compliment your fine beer and your advertising department. sincerely leonard capoziello