ICON Wins Highly Commended at NSW & National PR Awards

February 20, 2017 at 12:52 PM

ICON is thrilled to have been awarded Highly Commended in both the NSW and National Public Relations Institute of Australia Awards in the Experiential category for their work with Suntory Whisky's House of Suntory Exclusive Takeover Series.

Research identified that Australians now drink almost 19 million glasses of whisky in an average month—around three million more glasses than in 2009. Australia was in the midst of what has been dubbed the ‘Mad Men effect’ – a surge in whisky consumption and newfound popularity among the 25-34 year segment. Subsequently, shift in consumer trends from mainstream whisky brands to more premium products.

Through the timely launch of five new whiskies into the market – Hibiki 12 Year Old, Hibiki 17 Year Old, Yamazaki Distillers Reserve, Hakushu 12 Year Old and Hakushu Distillers Reserve - Suntory set out to position themselves as the pioneer of Japanese whisky in the mindset of Australian consumers and promote the new range as a luxury addition to the growing whisky category.

The Goal - develop a unique Japanese whisky experience that would communicate exclusivity and acquaint consumers with the entire Suntory whisky portfolio.

Supported by a multi-faceted communications strategy, an immersive brand experience was developed to enhance Australians’ knowledge of Japanese whisky, drive trial and build advocacy.

The Strategy - Create a multi-sensory experience where consumers can explore the full portfolio and become educated and engaged with the Japanese whisky category
The Concept - Host luxury pop-ups in high end restaurants around the country, offering guests an opportunity to taste the portfolio alongside beautiful Japanese cuisine. Offer a bespoke experience that incorporates the House of Suntory's history, heritage and position as the pioneer of Japanese whisky, adding an element of reverence to the celebrated distiller.
The Results- The House of Suntory Exclusive Takeover resulted in over 100 print and online media articles, reaching over 5 million consumers and building widespread awareness of the brand as a pioneering luxury whisky. It sold out on three of the four nights and sales targets for the year surpassed expectations.