Rinnai Partners With Incheon's Representative Local Brand, Incheon Beer
TECHWORLD ·
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Rinnai and Caligari Brewing Co. held a business agreement signing ceremony for a joint marketing partnership.
Caligari Brewing Co. operates 'Incheon Beer' and has reflected local culture and stories in its beer as an Incheon-based craft beer brand.
The two companies will unveil collaboration goods from October 3 to 18 and carry out on-site collaboration activities during the 'Incheon Open Port Area Cultural Heritage Night Tour' from October 9 to 11.
Rinnai and Caligari Brewing Co. held a business agreement signing ceremony for a joint marketing partnership. Caligari Brewing Co. operates 'Incheon Beer.' 'Incheon Beer' is a craft beer brand based in Incheon that has reflected local culture and stories in its beer. It has also grown into a representative local brand in Incheon by securing strong recognition among local consumers and younger generations, based on its regional identity and sensory brand image.
Under the agreement, the two companies will fully pursue joint marketing using their respective brand assets. Their target audience is consumers in the Incheon area and adults in the MZ generation, and they plan to approach them in a friendly and emotional way.
The two companies will unveil collaboration goods for about two weeks from October 3 to 18 under the name 'Rinnai Beer.' They will then intensively carry out on-site collaboration activities for three days from October 9 to 11 during the 'Incheon Open Port Area Cultural Heritage Night Tour.'
This collaboration aims to move away from product-centered direct promotion. Instead, it plans to provide a brand experience that combines Incheon's regional character with lifestyle elements, thereby leading to a new perception of and interest in Rinnai.
This project is a region-specific brand collaboration marketing initiative that identifies and supports local brands with high loyalty in specific areas and connects the regional fandom and trust those brands have built to the expansion of the Rinnai brand. Rinnai said it is beginning with this collaboration in Incheon.
Rinnai plans to expand marketing activities linked with distinctive brands from regions across the country in the future. Park Ji-hoon, CEO of Incheon Beer, said he finds the collaboration with Rinnai meaningful as a brand that has grown based in Incheon, and added that he expects the partnership to provide Incheon consumers with new enjoyment and brand experiences.
Kang Sang-kyu, head of Rinnai's sales division, said the collaboration with Incheon Beer is a new attempt to communicate more naturally with local consumers beyond simple product promotion. He added that Rinnai will continue expanding brand experiences that feel more approachable in customers' daily lives through collaborations with brands that have regional identity and cultural sensibility.
Source: TECHWORLD · Kim Gyeong-ju
Original: https://www.epnc.co.kr/news/articleView.html?idxno=407504
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Source: TECHWORLD
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