Brief Explanation

We carried out the plan to make an appeal to the Japanese instinct. Every Japanese have experienced to folding origami. Origami is a great tool for appealing straight to the Japanese instinct. So we made ‘ORIGAMI P.O.P.’ The placemats at restaurant tables have instructions on the back for folding an origami crane. The number,17, on the label shows the whiskey has been aged at least 17 years. That number is the symbolization of Hibiki. By folding the paper that many times,you can make a crane to hold your chopsticks. ‘ORIGAMI P.O.P.’ is used throughout the meal,so it can constantly speaks to the customer.

The Brief

In the alcoholic beverage industry, restaurants are one of the most important places to sell drinks. Alcoholic beverage sales are affected by the impact of ads on the table. We have to convey the appeal of Suntory Hibiki, the world's finest whiskey, by the way appropriate to its brand. Hibiki is a high-grade whiskey,so we can’t choice the way just stand out a flashy. We have to make the impressive ads by keeping its brand image, and also be understood about its quality details.

How the final design was conceived

We have to introduce not only 17 years old Hibiki, but also 12&30 years old. So we select the 3 motif of origami, Crane chopstick rest for 17, the Japanese samurai's helmet for 12,and Mt.Fuji for 30. Every motif is made by folding the paper that many times. It reveals the each originality of Hibiki. Through out the process of making ‘ORIGAMI P.O.P.’ , we can make the engagement with the customer. And placemats are made by the high quality Japanese paper ,that is appropriatet to Hibiki's . ‘ORIGAMI P.O.P.’ is used throughout the meal,so it can constantly speaks to the customer.

Indication of how successful the outcome was in the market

This new P.O.P helped to promote Hibiki in restaurants. Using this tool greatly improved purchase intention of Hibiki from 27% to 64% , and sales increase to 130%. ‘ORIGAMI P.O.P.’ is an entirely new hands on P.O.P.