Suntory Global Spirits has released details of the inaugural marketing campaign for its Haku Vodka mark and hired the brand’s first global ambassador.
The campaign, ‘Made to Shine’, aims to capitalise on international interest in Japanese culture and the “global reputation” of Tokyo’s cocktail bars. Organised by the House of Suntory business unit, the marketing activity includes “digital, social, events and experiential activations” such as cocktail masterclasses in New York.
A video advert (below) featuring Japanese musician & actor Rina Sawayama has also been shared across the brand’s social media channels. Suntory Global Spirits said the spot “will continue rolling out across key markets”, including Australia, the UK and US.
Alongside the campaign, Suntory Global Spirits has announced the appointment of Sawayama as Haku’s first global brand amabssador.
“I’m proud to represent a campaign inspired by the belief that what makes you different should never be hidden,” Sawayama said. “‘Made to Shine’ stands for going beyond the familiar, challenging expectations, and embracing new ways to express creativity.”
In June, Suntory Global Spirits unveiled a pop-up Japanese whisky store alongside a permanent shop at Paris Charles de Gaulle airport. The two outlets offer tastings, food pairings and “sensory experiences” featuring whisky marks Hibiki, Yamazaki and Hakushu.
