Cultural Nuance 🌸 & Emotional Connection 💖 [Case Study Series]

The goal of all advertising is to get you to look — the most effective advertising gets you to look more… 🤔

🪡 A series on the planning and direction of a brand launch in Japan (2/n) 🧵

Storytelling in a competitive marketplace can craft more immersive experiences for your marketing. In our recent launch for a premium bourbon, this became the key objective for resonating with both consumer and industry audiences (B2C / B2B).

Several years in the making, the launch was based on research looking at the significant surge in bourbon imports to Japan. A growing demand among younger professionals and seasoned connoisseurs the past few years has been tracked at 25% 📈

These are individuals prioritizing craftsmanship and historical significance — but looking to somehow transcend domestic and more traditional whisky — which has provided a chance to position bourbon as an emerging frontier in the market 🥃

That in itself is already a great story that can be further boosted by:

Cultural Nuance 🌸↳ Narratives that showcase artisanal expertise — such as the intricate craftsmanship behind blending — have strong appreciation in Japan

Emotional Connection 💖
↳ Purchase intent increased from emotional attachment to branding narratives tracks at 55%

This gave us creative insight to contrast a drinking culture fairly well-rooted in tradition, but also keen for novel experiences, and combine nostalgia with contemporary aspirations.

Stay tuned as we next look at how that understanding aided our communications planning to align with the expectations of refined quality common to Japan.

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As a creative consultancy we are aiming to continuously share insights for personal, professional and business growth ✨ Get in touch to learn more for yourself or your company across Japan / APAC 🎯

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