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.