House of Suntory
Establishing a global comms strategy in a critical year
The Challenge
As the global PR agency for The House of Suntory, we were tasked with a leadership role at a pivotal anniversary year for the portfolio: to establish global recognition for the brand as the founding house of Japanese whisky, and to develop a portfolio strategy to set the tone for the next five years of global communication.
The Articulate Solve
With the star power of our A-list partners Keanu Reeves and Sofia Coppola, we used the news hook of the brand's anniversary year to effectively communicate the brand's rich 100-year history with a future-oriented lens - generating new news for The House of Suntory and clearly communicating a brand identity to set the stage for future campaigns and releases.
The Campaign
Led by the global communications message: 100 years of pioneering Japanese spirit, we deployed a number of tactics to effectively deliver news of the brand’s 100th anniversary campaign, utilizing toolkits and guardrails for global media communications, press materials, original branded content, measurement guidelines, and a global launch event treatment for the US and UK that was replicated by several markets around the world.
The Result
We have received 954 media hits globally to date, resulting in over 4.06 billion impressions. 200 top media, celebrities, and influencers attended our global events in New York City and London (100 each): immersive experiences showcasing our 100-year brand story underpinned by our thematic of Suntory Time.
