As the newly positioned hero expression within the Suntory product portfolio, the brief was to launch Hibiki Japanese Harmony to influential trade, media, influencers and consumers in the UK.
We created, produced and managed a three-day pop-up Hibiki Harmony Bar in central London to deliver a fully immersive brand experience for all audiences.
We secured a gallery venue in Soho, central London; a key retail and nightlife destination, with window displays creating a strong branding opportunity to passing consumers and location delivering great footfall.
The brand experience was split into three key elements.
The Hibiki Harmony Lounge included seasonal cocktails, Tanabata wishing tree, traditional Japanese calligraphy and Furoshiki gift-wrapping experience, along with delicate canapes and cult Japanese DJ performances.
The zen area delivered an in-depth product tutorial and tasting, complemented by expert ice carving demonstrations.
Whilst the Hibiki Harmony bar delivered a cutting edge interactive technology bar experience; where the glass your drink was served in controlled the story told on full height digital screens behind the bar.
Over 50 trade and media guests were given a tutored tasting by Fukuyo-San, Chief Blender at Suntory, whilst 250 consumers directly experienced the pop-up over two public evenings.
30 bottles were sold direct to consumers, whilst over 100 pieces of media and social media coverage delivered a total reach of over 450m.
Following the successful London launch, the pop-up was then taken on to four cities across the USA.