Midori ‘Moshi Moshi’ campaign inspired by JapanBy Amy Hopkins
Beam Suntory’s Midori Melon Liqueur has launched a new marketing campaign in the US inspired by Japanese culture.
The Moshi Moshi to Midori campaign invites cocktail enthusiasts to say “moshi moshi” – meaning “hello” in Japanese – and salute the melon liqueur brand.
Supported by social media, digital, public relations and retail extensions, the campaign has been created by Ogilvy & Mather Chicago and Unit9.
“The Moshi Moshi To Midori campaign touches on everything that makes this brand so unique,” said Brendan Lynch, senior director of rum and cordials at Beam Suntory. “We’re challenging people’s perceptions of Midori by educating consumers on its history and premium ingredients in a lively and interactive way.”
As part of the campaign, Midori launched a “sensory experience” where guests were invited to walked through a secret door connected to a Midori billboard.
Upon entering, the guests engaged with one of three event spaces: The Game Show Room, The Melon Grove and The Casting Room.
World-renowned Japanese chef and star of television’s Iron Chef, Masaharu Morimoto, attended the activation and shared his favourite cocktails made with Midori.