Legent

The Challenge

A new liquid proposition in an already crowded bourbon space and a lack of Japanese whisky knowledge made it challenging to succinctly land our Kentucky Bourbon with Japanese finishing story in a way that was easy to understand.

The Articulate Solve

We had to find a way to simplify the message to engage media and gatekeepers, so created the 'Redefining an American Classic' series - developing partnerships that took an American classic and redefined it with a Japanese twist.

The Campaign

In our first year, we partnered with Tokyo-based wagyu expert and restaurateur Kentaro Nakahara, for a series of brand-owned events in NYC and Chicago, at which he refined the classic American burger using Japanese techniques and finesse, bringing to life Legent’s narrative of combining the best of East and West to redefine tradition through craftsmanship.

Our second iteration took us into the world of fashion using denim as a way in to communicate our brand DNA. Legent collaborated with globally celebrated fashion designer Todd Snyder, who created a limited-edition bourbon selvedge denim jacket rooted in American tradition finished in the spirit of Japanese masterful technique. It sold out in less than 12 hours! We re-engaged Todd to re-release the jacket in 2021 and donated 50% of the proceeds for every jacket crafted to Stop AAPI Hate, a national coalition addressing anti-Asian racism across the U.S.

The Result

These two partnerships successfully gave digestible, positive meaning to our East-Meets-West bourbon while generating meaningful results - 49 earned media hits resulting in over 197 million media impressions. We also received 311 social hits resulting in over 21 million social impressions