SUNTORY ‘FUROSHIKI’ GIFT PACK by Ogilvy & Mather Tokyo for Hibiki

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SUNTORY ‘FUROSHIKI’ GIFT PACK

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Industry Whiskey
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Creative Director Shinichiro Fukushima
Designer Maki Suzuki
Producer Ryota Takeuchi, Tomoko Fukaya
Photographer Ryuichiro Iijima
Released October 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: SUNTORY LIQUORS LIMITED
Product/Service: HIBIKI WHISKY
Agency: OGILVY & MATHER JAPAN
Date of First Appearance: Oct 30 2009 12:00AM
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Group Creative Director: Shingo Ichimura (Ogilvy/Mather Japan)
Creative Director: Shinichiro Fukushima (Ogilvyaction Japan)
Senior Art Director/Designer: Alex Noble (Ogilvy/Mather Japan)
Designer: Maki Suzuki (Ogilvy/Mather Japan)
Photographer: Ryuichiro Iijima (Ogilvyaction Japan)
Business Strategist: Hisashi Kitajima (Ogilvy/Mather Japan)
Account Director: Koichi Maeda (Ogilvyaction Japan)
Account Manager: Masahiro Matsuno (Ogilvy/Mather Japan)
Producer: Tomoko Fukaya (Dai Nippon Printing)
Producer: Ryota Takeuchi (Dai Nippon Printing)
Media placement: Alcohol Gift Pack - Hibiki Whisky Trial Events At The Peninsula Hotel - 30 October 2009

Describe the challenges and key objectives
The main challenge was to make the package design ‘dramatic’ and incorporate the use of the ribbon the brands icon. The key objective was to surprise the consumer with a package design that when opened was surprising and dramatic.

Describe the brief from the client
Suntory needed a gift pack to distribute and promote the mix of new ‘Hibiki 12 Year’s blended whisky and ‘Perrier’. The gift pack had to incorporate the brands core idea of ‘dramatic’ and the brands icon of the purple ribbon. Also while keeping some connection to Japanese tradition because of its Japanese origins.

Describe how you arrived at the final design
In Japan the ‘Furoshiki’ is a traditional gift, which is constructed with a cloth wrapping much like a hamper. That concept was used as a design base for the gift pack. The purple is the brands corporate colour. The elegant ribbon untying represents ‘Drama’ that one enjoys when they open a gift for the first time. When the top is removed the gift pack opens like a flower, which is a reference to the fragrance of the product and the pack's ‘one off’ momentary existence.

Give some indication of how successful the outcome was in the market
For the client Suntory it was received exceptionally well and soon ran out of stock. This gave the agency the opportunity to make new versions of the pack. The price was ¥300 at the beginning of the project and currently is at ¥3000 per unit. A sign that the client has fully embraced this as a successful venture.