YUMMY SAKE / TASTE FIRST. LABEL SECOND.

TitleYUMMY SAKE / TASTE FIRST. LABEL SECOND.
BrandMIRAI SAKE STORE, LTD.
Product / ServiceYUMMY SAKE
CategoryA07. Data / Insight
EntrantHAKUHODO I-STUDIO Tokyo, JAPAN
Idea Creation HAKUHODO I-STUDIO Tokyo, JAPAN
Media Placement MATERIAL Tokyo, JAPAN
PR HAKUHODO I-STUDIO Tokyo, JAPAN
PR 2 MATERIAL Tokyo, JAPAN
Production HAKUHODO I-STUDIO Tokyo, JAPAN
Production 2 TAIYO KIKAKU Tokyo, JAPAN
Additional Company MIRAI SAKE STORE, LTD. Tokyo, JAPAN

Credits

Name Company Position
Takuro Nakajima Hakuhodo i-studio Customer Experience Director
Tatsuya Kida Hakuhodo i-studio Algorithm Director
Saki Kato Hakuhodo i-studio Art Director / Designer
Saki Wakata, Ayaka Mita, Mariko Itami Hakuhodo i-studio Designer
Hayato Itakura Hakuhodo i-studio UX Designer
Kana Suzuki Hakuhodo i-studio Communication Planner
Masakazu Kawazu Hakuhodo i-studio Chief Backend Engineer
Toshiya Suzuki, Ryu Furuta Hakuhodo i-studio Frontend Engineer
Yasuhiro Uechi, Tatsuya Kaneko, Tadanobu Sugitani Hakuhodo i-studio Backend Engineer
Toshiya Suzuki, Ryu Furuta Hakuhodo i-studio Frontend Engineer
Ryu Furuta Hakuhodo i-studio Frontend Engineer
Miki Senoo Hakuhodo i-studio PR Director
Tetsukazu Kawamoto Hakuhodo i-studio Project Manager
Takafumi Kato Hakuhodo i-studio PR Supervisor
Takuro Nakajima Hakuhodo i-studio Business Producer
Tetsuya Okimoto Hakuhodo i-studio Business Development Manager
Kayo Shiina Hakuhodo i-studio Administration Manager
Jutaro Mochizuki Hakuhodo i-studio R&D Manager
Manabu Sasaki Hakuhodo i-studio Business Development Manager
Yasuhiro Oda, Sakiko Muraoka Hakuhodo i-studio Legal & Compliance Supervisor
Saori Yoshimura Freelance Chief Event Producer
Yurika Hotta, Sentaro Yoshino Freelance PR Planner
Saki Iwamoto, Nana Shibata, Mai Kunii Material Inc. PR Planner
Akihiro Adachi, Tomoaki Ino, Hwayoung Kang FUTURE LIFE FACTORY Wearable Device Design (WEAR SPACE)
Akihiro Adachi, Tomoaki Ino, Hwayoung Kang FUTURE LIFE FACTORY Wearable Device Design (WEAR SPACE)
Ryo Wakikawa TAIYO KIKAKU Co., Ltd. Film Director / Editor
Keiichi Tomita TAIYO KIKAKU Co., Ltd. Cinematographer
Masatsugu Tsuyama TAIYO KIKAKU Co., Ltd. Gaffer
Atsushi Wakabayashi TAIYO KIKAKU Co., Ltd. Colorist
Maiko Shimada TAIYO KIKAKU Co., Ltd. Producer
Leo Otake, Akari Kubota, Shunsuke Nakamura TAIYO KIKAKU Co., Ltd. Production Manager
Masahito Ishibashi Studio Function Photographer
Hiroshi Takayanagi Future University Hakodate Artificial Intelligence Supervisor

The Campaign

Taste first, label second. We developed a service called “Yummy Sake,” which enables consumers to try blind tasting of sake with no knowledge of price or brand and assess their preferences on a Web app, where an AI system determines their sake palate. Palate types are described with 12 onomatopoeic expressions, giving users an intuitive feel for flavor without needing specialized knowledge. Since the app uses unbiased taste data, it disconnects from brand recognition, price, and word of mouth and enables anyone to find out their true palate type. This service has enabled consumers to discover pleasing sakes that are new to them.

Creative Execution

We adopted an “unbiased taste data strategy” that uses blind tasting to gather impartial taste data and invites individuals to discover the taste that really appeals to them. This strategy changed people’s attitudes so that they chose sake intuitively rather than based on knowledge. We developed a Web app, tasting kit, and audio-visual isolation device, and installed them in pop-up bars and liquor outlets. Locations in 2018 includes Kyoto, Tokyo and SXSW 2018, total of 1600 data were collected. Coverage on TV news and Web media provided greater exposure, expanding the number of outlets using the equipment. Bar and liquor store customers are now able to order sake with ease, using the 12 onomatopoeic expressions. Department stores and other retailers also responded positively, and the number of places offering the service continues to grow.

We recorded 300% sales increase overall, retailer all over the country are requesting our venues to be open. Customer satisfaction reached 92% and out of all customers as we targeted 55% were in 20s, 20% in 30s. Definitely made an impact to younger generation consumption of Sake. Gained 299MM impressions by PR.

We adopted an “unbiased taste data strategy” and targeted younger generation in 20s to 30s for Sake industry's future. They usually prefer beer and cocktails that are easy to order, and do not understand how to pick right Sake for their pallet. Our survey showed over 60% would change their mind after finding out the brands and prices. We used non bias blind tasting to gather impartial taste data and invites individuals to discover the taste that really appeals to them. This allowed them to choose sake by instinct, not using their "knowledge".

Links

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