The House of Suntory Unveils 'Made to Shine' Campaign with Rina Sawayama
The House of Suntory has made waves in the spirits industry with the launch of its inaugural campaign for Haku Japanese Craft Vodka titled "Made to Shine." This fresh initiative features the globally recognized musician, songwriter, and actress Rina Sawayama as its brand ambassador. The campaign invites customers to explore and embrace the artistry of Japanese cocktail culture, emphasizing the importance of individuality and innovation in self-expression.
Haku Vodka, crafted from 100% Japanese white rice, stands out for its smoothness and delicate sweetness. It’s not just a drink; it’s a sophisticated element that enhances the traditional cocktail experience. The campaign builds on the growing global interest in Japanese culture, reflecting the essence of craftsmanship and design that Japan is renowned for. Tokyo's cocktail bars have successfully captivated audiences worldwide by transforming classic beverages through careful techniques and hospitality, a philosophy embraced by Haku Vodka.
Rina Sawayama, stepping into her role as Haku's Global Brand Ambassador, shares her enthusiasm for the campaign, which encourages individuals to express their unique qualities without reservation. She notes, “Made to Shine” is about pushing beyond the mundane and daring to explore new forms of creativity. Sawayama hopes to inspire others to recognize the uniqueness within themselves and to shine brightly in their own way, further enriching the narrative of the campaign.
The term “Haku” translates to “white” in Japanese, and it embodies purity and brilliance, serving as a metaphor for the empowerment that this campaign aims to promote. The campaign not only celebrates uniqueness but also invites participation in a broader cultural conversation about what it means to embrace one’s identity.
At the core of the campaign is a visually stunning cinematic film, creatively directed by Frank Lebon and captured by photographer Thurstan Redding. This short film portrays Rina navigating the vibrant nightlife of Tokyo, culminating in her ordering a Haku Martini. Through Rina’s portrayal, the film conveys a message of quiet confidence and authenticity, inspiring viewers to appreciate their own distinct attributes.
"Made to Shine" actively engages audiences through various platforms, including social media and YouTube, with content rollout planned for major markets such as the United States, the UK, and Australia. The campaign features masterclasses, particularly in New York City, wherein participants can delve deeply into the craft behind the Haku Martini, enhancing their appreciation for the artistry involved.
A quintessential Haku Martini is composed of 2 ½ parts of Haku Vodka and ½ part dry vermouth, stirred to perfection and served with a fresh lemon twist—creating a cocktail that is both smooth and refreshing. These masterclasses aim to teach enthusiasts and novices alike about the nuances of cocktail crafting, ensuring that Haku is not just enjoyed but celebrated.
The House of Suntory boasts an illustrious legacy, being the origin of Japanese whisky through its founder Shinjiro Torii's establishment of Japan's first malt whisky distillery in 1923. Continuing to innovate, the House comprises a diverse lineup of renowned spirits, including Yamazaki® and Hibiki®. They adhere to the highest standards of craftsmanship, producing all their spirits entirely in Japan, in compliance with the Japan Spirits Liqueurs Makers Association (JSLMA) regulations.
As a leader in the premium spirits category, Suntory's vision revolves around creating meaningful experiences that blend with nature and support community well-being. With a team of around 6,000 employees across nearly 30 countries, Suntory Global Spirits is committed to growth that positively impacts consumers and the environment.
In conclusion, the introduction of the "Made to Shine" campaign epitomizes The House of Suntory's blend of tradition and innovation, calling on individuals to embrace their uniqueness and experience Japan’s cocktail culture through the lens of Haku Vodka. For those interested in exploring more about this campaign, more details can be found through the official Suntory Global Spirits website and their social media channels. Enjoy responsibly.
Haku Vodka, crafted from 100% Japanese white rice, stands out for its smoothness and delicate sweetness. It’s not just a drink; it’s a sophisticated element that enhances the traditional cocktail experience. The campaign builds on the growing global interest in Japanese culture, reflecting the essence of craftsmanship and design that Japan is renowned for. Tokyo's cocktail bars have successfully captivated audiences worldwide by transforming classic beverages through careful techniques and hospitality, a philosophy embraced by Haku Vodka.
Rina Sawayama, stepping into her role as Haku's Global Brand Ambassador, shares her enthusiasm for the campaign, which encourages individuals to express their unique qualities without reservation. She notes, “Made to Shine” is about pushing beyond the mundane and daring to explore new forms of creativity. Sawayama hopes to inspire others to recognize the uniqueness within themselves and to shine brightly in their own way, further enriching the narrative of the campaign.
The term “Haku” translates to “white” in Japanese, and it embodies purity and brilliance, serving as a metaphor for the empowerment that this campaign aims to promote. The campaign not only celebrates uniqueness but also invites participation in a broader cultural conversation about what it means to embrace one’s identity.
At the core of the campaign is a visually stunning cinematic film, creatively directed by Frank Lebon and captured by photographer Thurstan Redding. This short film portrays Rina navigating the vibrant nightlife of Tokyo, culminating in her ordering a Haku Martini. Through Rina’s portrayal, the film conveys a message of quiet confidence and authenticity, inspiring viewers to appreciate their own distinct attributes.
"Made to Shine" actively engages audiences through various platforms, including social media and YouTube, with content rollout planned for major markets such as the United States, the UK, and Australia. The campaign features masterclasses, particularly in New York City, wherein participants can delve deeply into the craft behind the Haku Martini, enhancing their appreciation for the artistry involved.
A quintessential Haku Martini is composed of 2 ½ parts of Haku Vodka and ½ part dry vermouth, stirred to perfection and served with a fresh lemon twist—creating a cocktail that is both smooth and refreshing. These masterclasses aim to teach enthusiasts and novices alike about the nuances of cocktail crafting, ensuring that Haku is not just enjoyed but celebrated.
The House of Suntory boasts an illustrious legacy, being the origin of Japanese whisky through its founder Shinjiro Torii's establishment of Japan's first malt whisky distillery in 1923. Continuing to innovate, the House comprises a diverse lineup of renowned spirits, including Yamazaki® and Hibiki®. They adhere to the highest standards of craftsmanship, producing all their spirits entirely in Japan, in compliance with the Japan Spirits Liqueurs Makers Association (JSLMA) regulations.
As a leader in the premium spirits category, Suntory's vision revolves around creating meaningful experiences that blend with nature and support community well-being. With a team of around 6,000 employees across nearly 30 countries, Suntory Global Spirits is committed to growth that positively impacts consumers and the environment.
In conclusion, the introduction of the "Made to Shine" campaign epitomizes The House of Suntory's blend of tradition and innovation, calling on individuals to embrace their uniqueness and experience Japan’s cocktail culture through the lens of Haku Vodka. For those interested in exploring more about this campaign, more details can be found through the official Suntory Global Spirits website and their social media channels. Enjoy responsibly.
Topics Consumer Products & Retail）
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