Roku
Elevating a global brand campaign with A-List talent partners
The Challenge
Roku Gin offered several strong points of storytelling, which we needed to distill into one differentiating, globally-relevant message that would determine the course of the campaign and ultimately drive awareness and consideration.
The Articulate Solve
We leveraged Japan's rich culture and Suntory's craftsmanship to breathe life into the gin's point of differentiation in the market. Each of Roku's six botanicals is harvested at the peak of their respective seasons, resulting in a remarkably fresh taste, in accordance with shun: the uniquely Japanese concept recognizing nature at its most vibrant.
Our key message, "Roku Japanese gin. Celebrating shun, the pinnacle of every season," encapsulated the unique taste and meticulous Japanese craftsmanship that sets Roku apart, and drove programming that brought Roku to life throughout the year.
The Campaign
We spearheaded several paced campaign moments throughout the year, kicking off with a global press trip to Japan. We hosted two international media during the peak of cherry blossom season to showcase shun, which preceded the rollout of the limited-edition Roku Gin Sakura Bloom Edition.
We then worked with acclaimed actress Elle Fanning and Academy Award-winning director Sofia Coppola to create a short campaign vignette, visually bringing Roku and shun to life for a global audience, supported with exclusive interviews and BTS content for top-tier press.
On the date of the campaign vignette release, we hosted an ultra-premium global launch event in NYC to premiere the film and allow key brand spokespeople and talent to share our key messages with top media and VIP attendees, while they enjoyed Roku cocktails & food pairings curated with seasonal ingredients at peak freshness.
The Result
Our global campaign yielded significant results, resulting in 2.6 billion media impressions worldwide, 51.2 million social impressions across celebrity partnerships and global events, and 2x Global press trip features in Cool Hunting and Food & Wine.
