Reinventing Tradition for a New Generation of Whisky Drinkers
House of Suntory, Toki
Delivered a globally consistent, culture-first brand platform for Toki across 5 international markets.
The Challenge
Reimagining a heritage Japanese whisky for a culturally fluent, diverse audience across key global markets.
Our Approach
- Powered by Pulse insights and our Cultural Insights Engine, we built a global brand system rooted in culture and ready to scale.
- Strategy: Conducted global research with whisky consumers and cultural tastemakers to uncover drivers of desirability and cultural relevance.
- Social 2.0: Crafted a creative strategy blending minimalist luxury with authentic Japanese cues, designed to resonate across digital storytelling.
- Activation: Architected a brand platform activated across digital, experiential and physical touchpoints—flexible for local markets while globally consistent.
- Global Rollout: Enabled activations in five key markets, including Tokyo and London, each adapted with local specificity while maintaining unified brand identity.
The results
- 5 markets activated with one global platform
- 12-month collaboration delivering full strategy and creative rollout
- New brand identity and omnichannel experience system
- Reinforced Suntory’s leadership in Japanese whisky innovation
- Defined a repeatable framework for future product launches
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Why it worked
We stayed true to Toki’s heritage while creating a fresh, culturally resonant platform for new audiences. By connecting tradition with modern luxury across every touchpoint, we helped Suntory position Toki as a premium whisky for the next generation—scalable, desirable, and globally consistent.
Want to evolve your heritage brand without losing authenticity?