A new market for alcoholic beverages comes up in Korea – a low malt beer-like called happoshu.
Filgood is meant to be a real launching by OB inbev, a new brand with a super irreverent and innovative positioning.
A day-to-day affordable light drink.
OB inbev offered and Narita took up the challenge – create naming and visual identity to build a survey to be conducted in Seoul, with consumers of this new drink: the millennials.
The name Filgood was approved as well as the whale, which was chosen by consumers as the iconic symbol of the brand.
Blue, white and yellow – a combination of colours that created a light and refreshing sensory context.
The new packaging puts together the perfect modern and irreverent combination that meets the expectations regarding this launching.
As a result, it was a hit from the moment it was launched.
Anheuser-Busch InBev (AB InBev)