We created a way for non-Japanese speakers to easily order Suntory’s draft beer in traditional Japanese-style izakaya bars just by saying a unique phrase coined in English, Chinese, French, Thai, and Spanish. The phrases in the five languages mean something completely different to each other, but they all clearly sound like “I’d like a glass of Suntory’s draft beer, please (Suntory no nama biru kudasai)” to the Japanese ear. The radio commercial was created with the intent to let Japanese audiences know of this effort and the unique phrases that were developed.
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