Japanese whisky brand Toki asked us to create a programme to promote their signature serve, the Toki Highball.
We targeted five key US cities to build awareness with the trade and consumers.
Highball Week had been run once before, but lacked direction with every market launching at different times, with no particular focus for activities.
We reinvigorated the programme, giving each market the tools to create a ‘Streets of Tokio’ experience and setting an official date for the new Toki Highball Week to maximise impact and reach.
I led the team designing a bold new visual identity, we also developed exciting engagement activities, such as a Toki Highball bartender competition, karaoke nights and izakaya food pairing pop-ups.
We created the new brand world alongside guidelines, training materials and a suite of marketing assets, giving each local team the tools to succeed.
Project completed in partnership with Wonderworks Communications.