The House of Suntory - Hibiki
Driving Global Brand Equity via a Cultural Partnership
The Challenge
While many recognized Hibiki as a beautifully crafted Japanese whisky, few understood its story beyond the liquid. So we needed an engaging, relevant and globally translatable way to bring the brand's heritage and artistry to life.
The Articulate Solve
To hone in on the Japanese artistry positioning, Hibiki collaborated with acclaimed Japanese artist Hiroshi Senju, to create a unique artwork and limited edition packaging, designed to blend Hibiki’s legacy with Japanese artistry, and position Hibiki as the pinnacle of Japanese whisky. We needed to capitalize on the collaboration to deepen emotional connections, inspire brand consideration, and drive engagement and loyalty.
The Campaign
We executed a multifaceted PR program, which kicked off with an exclusive dining and art experience immersed guests in Senju’s Waterfalls on Colors Hibiki.
We coordinated one-on-one interviews between Hiroshi Senju and top-tier media, leveraged media outreach to secure global coverage, and amplified the collaboration via targeted press materials, social content, and strategic storytelling, ensuring Hibiki’s artistry and the partnership with Senju resonated across luxury, lifestyle, and spirits audiences worldwide.
The Result
95 global media placements
1.04B+ global media impressions
