Ty Ku becomes first sake to advertise on US TV
Ty Ku, the premium sake co-owned by CeeLo Green, has become the first sake brand to air a national commercial on US television.
The new television campaign named “Share On” launched in late February with a commercial starring singer Green, airing across primetime cable networkssuch as Bravo, VH1 and E!.
The Grammy award-winning artist pours Ty Ku sake for friends, reflecting the Japanese tradition of only pouring for others and never yourself.
The brand, owned by Ty Ku Spirits, claims to be the first sake to “invest millions” in marketing and media. According to Nielsen data, Ty Ku became the fastest growing premium sake brand in the US last year, with 100% sales growth. Commenting on the campaign, Green said: “With the inevitable increase in our reliance and obsession with technology, restaurants and lounges are now filled with tables of people staring down at their phones rather than sharing the moment.
“Together with Ty Ku, I am proud to launch the new Share On campaign to bring back the tradition of truly sharing the experience with your friends and family. With Ty Ku, it’s all about discovering better and different ways to enjoy the moment.”
Ty Ku Spirits claims consumers in the States are turning away from poor quality sake served hot, and demanding premium brands to enjoy alongside Asian cuisine.
The Ty Ku Sake brand consists of four products: Silver, Black, White and Coconut, while the Ty Ku Spirits portfolio also includes Soju and Citrus Liqueur.