SUNTORY GLOBAL SNS COMMUNICATION

Guided by the concept “Everything Tastes Better with Meaning Behind It,” the campaign reframed Suntory’s heritage and values for a global audience.

Moving beyond product-focused communication, the campaign explored the beliefs and practices behind Suntory’s craft, from product development and craftsmanship to environmental stewardship and sustainable water initiatives. Craftsmanship became the narrative thread that unified the communication across social media and the Suntory Global website.

One of the campaign films spotlighted Shinji Fukuyo, Suntory’s Fifth Chief Blender, whose expertise has helped shape some of the world’s most acclaimed whiskies. The film captured his daily discipline and pursuit of excellence, offering a closer look at the dedication that defines Suntory’s approach to quality.

Through English storytelling and cinematic visuals, the campaign transformed Suntory’s philosophy into a message designed to resonate across cultures.

To communicate the ideas behind the brand and beyond just the information itself, we developed a social-first visual approach inspired by editorial design.

Drawing from magazine covers and feature layouts, the campaign used a magazine-inspired direction across its social assets. This allowed each post to feel both informative and engaging, balancing rich storytelling with layouts that were easy to read and navigate.
This system helped the campaign feel distinctive within everyday social feeds while maintaining the sophistication of the Suntory brand. It was also extended to the campaign website, creating a cohesive experience across social and web.

To turn social engagement into deeper brand understanding, we designed and developed a dedicated campaign page within the Suntory Global website.

Built around a story-driven UX/UI approach, the page explored key themes including craftsmanship, environmental sustainability, water stewardship, and community development. Rather than presenting Suntory only through its products, the experience invited visitors to discover the philosophy and initiatives that shape the brand.

Social campaign assets were integrated throughout the page, creating a natural connection between social media and the website. This allowed the campaign to feel consistent across platforms while giving audiences a fuller understanding of Suntory’s brand story.

Language played a central role in shaping the campaign experience. Instead of directly translating information, we developed English copy that reinterpreted Suntory’s philosophy for international audiences. The messaging was crafted to carry the depth and authenticity of a Japanese brand while remaining accessible, engaging, and relevant across different cultures.

Together with the visual identity, the copy gave shape to Suntory’s brand story, expressing the craft, care, and purpose behind its products and initiatives.

The campaign delivered strong results. Content for the Suntory Global account contributed to a 62.5% increase in followers, while organic engagement consistently outperformed industry benchmarks. These results demonstrated the power of purpose-led storytelling in building familiarity and trust with global audiences.