Ukiyo launches multi-channel campaign
Drinksology Kirker Greer (DKG) is bringing back Ukiyo Japanese Spirits’ Stir the Senses campaign following its success for the brand last year.
The campaign was initially unveiled in March last year, in time for Japan’s cherry blossom season, and showcased Japanese ingredients used in the Ukiyo’s gins and vodkas that ‘stir the senses’ with each sip.
From this month (April), the out-of-home (OOH) campaign will return to the London Underground, targeting high-traffic transport hubs including Kings Cross St Pancras, Liverpool Street, Waterloo, Victoria, and Paddington.
DKG noted it will use high-impact illuminated formats and feature a QR code offering commuters an exclusive 20% discount through the Ukiyo Spirits website, encouraging trial and engagement beyond the physical advertising space.
The OOH activity will be amplified through a social media campaign, which is said to leverage the aesthetic appeal of Ukiyo’s brand during Sakura, the blossom season, to drive digital engagement.
Additionally, UK retailer Sainsbury’s and Australian retailer Dan Murphy’s will feature in-store screen activations.
The brand’s presence in Australia will be further strengthened by an in-store sampling of Ukiyo Tokyo Dry Gin and Rice Vodka in Dan Murphy’s stores nationwide until 26 April.
Ali Pickering, chief marketing officer at Drinksology Kirker Greer, said: “Our insights show that consumers are increasingly drawn to premium spirits with authentic provenance and craftsmanship.
“With the return of our Stir the Senses campaign, we’re building on last year’s momentum to drive deeper engagement across key touchpoints, from high-impact OOH to immersive on-trade and retail experiences.”
Last month, Ukiyo partnered with UK-based restaurant chain The Ivy Asia to celebrate the cherry blossom season with a curated menu that will be available until 4 May.
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