When Suntory tasked us with launching their new sparkling cocktail called Maru-Hi (don’t call it a hard seltzer please), all we had to go off of was an internal deck with a ‘mockup’ of the can:
Awesome CAN MOCKUP*
*Done In PowerPoint
The second challenge was finding a way to stand out in a category full of ads showing day-drinking 20-somethings. The solution quickly became clear: Let the other brands party during the day, we’ll give people a taste of Tokyo nights.
The other thing that became clear was our Gen-Z target loves anime. Based on this insight we created an animated brand world infused with Tokyo neon, where a good night flows from every can of Maru-Hi.
OOH placements wound up being cut from the media plan, but I’m including our concepts anyway because I think they’re pretty cool.
