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Japan’s largest drug company has selected Asher/Gal & Partners to shepherd the U.S. launch of a vitamin enriched “energy drink” that has been popular in the client’s homeland for nearly 40 years.
The beverage, B3 Energy Drink, is being introduced here by Tokyo-based Taisho Pharmaceuticals with a $5-$10 million campaign.
Beginning with a rollout in South California early next year, the campaign is aimed at capturing market share in a segment of the soft-drink business that is expected to surge in the near future.
Introduced in Japan in 1962 and sold in other countries as Lipovitan, B3 wants to directly challenge Red Bull, which is being launched in the U.S.
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