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Japanese whisky brand Toki wanted to create a multi-channel programme to promote their signature serve (the Toki Highball) in the US.
Highball Week had been run once before, but lacked direction with every market launching at different times, with no particular focus for activities.
We targeted five key cities to build awareness with the trade and consumers.
We reinvigorated the programme, giving each market the tools to create a bespoke ‘Streets of Tokio’ experience and setting an official date for the new Toki Highball Week to maximise impact and reach.
We designed a bold new visual identity, and exciting engagement activities, including a Toki Highball bartender competition, karaoke nights and izakaya food pairing pop-ups, helping local teams activate consistently and to a high standard.
We created activation guidelines with clear direction for local teams, ensuring consistency and quality.
We also designed training materials, social assets and a suite of marketing assets, giving each local team the tools to succeed.
Highball Week was a resounding success, introducing thousands of new fans to Toki.
Our client were thrilled with our creative approach, helping them build their presence in the US and establish their connection with the Highball.
Client: Toki | Agency: Wonderworks Communications