The Campaign

The laws regulating alcohol advertising in Japan are strict. Advertisements are created in which the public spread interest about the brand.

Results

SUNTORY HIBIKI which means in "Harmony" is one of the best known blended whisky's in Japan. SUNTORY wants to share with the world HIBIKI’s uniqueness and craftsmanship of Japanese blended whisky born from a fusion of tradition and innovations. We invented the world first interactive whisky glass made in collaboration with traditional craftsmen and digital technologists. It represents a fusion of tradition and innovation, nature and technology, East and West. Interacting with the glass, by touching it, tilting, drinking, swirling the ice cubes creates unique seasonal experiences incorporating audio & visual effects. The glass affords people a new way of experiencing whisky with 5 senses. The branding story of HIBIKI comes from the unique elements created in the 4 seasons in Japan, such as water and wheat. HIBIKI has blended these seasons in harmony with each other.

This video was shown exclusively at several bars and alcohol retailers. It was also shown on YouTube and created word-of-mouth interest. In response to public, “Harmony Bar Experience” events that serve whisky using the glass are planned to be held all over Japan this autumn.

The video was broadcasted onto YouTube and shown at different events so that consumers also could also experience this simulation. It played a major role to gain publicity. There are more events of this whisky glass in different places in the future.