THE HOUSE OF SUNTORY
IN COLLABORATION WITH GLOBAL AGENCY Hakuhodo WE HELPED TO LAUNCH THE NEXT GENERATION OF JAPANESE CRAFT SPIRITS
As part of an effective agency partnership, Wonderworks delivered the BTL launch & activation comms and assets for Roku Gin, Toki Whisky and Haku Vodka.
Strategy | Comms | Concepting | Design | Artwork | Production | Experiential
THE CHALLENGE
To drive awareness and trial of The House of Suntory’s portfolio of the Next Generation Japanese Craft Spirits, across global markets. Given the portfolio approach, it was key that we struck the right balance when it came to master brand vs. individual brand storytelling, to ensure maximum impact all round.
THE INSIGHT
There is currently a huge appetite and curiosity amongst Western consumers when it comes to all things Japan, especially food and drink. Consumers are not only interested in provenance, but also the Japanese philosophies and principles that go into crafting every bottle – the ultimate pursuit of perfection. This gave us the perfect storytelling platform on which to launch Roku, Toki and Haku.
THE APPROACH
Drawing on the consumer insight and pillars upon The House of Suntory is built, we wanted to reflect the best of traditional and contemporary Japan in equal measure. Working with the striking Key Visual created by Hakuhodo agency, these principles guided our approach across all touchpoints and channel tactics – comms, design, activation and consumer experience. The result was a flexible, scalable visual identity and activation platform that provides an all year round presence in key on-trade environments, ensuring The House of Suntory portfolio is always front of mind. Deliverables included a global toolkit containing comms, activation tactics, turn-key supporting assets and consumer experience guidelines.
THE WONDER
Launched globally as of Q4 2019, markets that have implemented the portfolio strategy are experiencing a positive upturn in awareness, trial and securing listings in lucrative, national, managed accounts across all three next generation brands.
