By Rebecca Harris

Suntory Australia has launched a brand-new lifestyle campaign for its popular Japanese melon liqueur, Midori – the first in three years.

Targeting fashionable Generation Y females, the ‘Adore Midori’ campaign will focus on three key Midori cocktails: the Japanese Slipper, Midori and Lemonade and the Midori Illusion, each matched to different social occasions and featuring three young females.

The campaign will combine a multi-media approach including digital, public relations, social media, on-premise and off-premise promotions and events, as well as a major consumer promotion: Win a Trip to New York Fashion Week.

Midori brand manager, Tanya Deighan said that the new campaign will give the brand “a fresh new direction, style and a more fashion-centric positioning which will resonate strongly with our target consumer”.

“By positioning Midori in social settings relevant to the target market the campaign will allow consumers to identify more deeply with the brand,” she added.

Midori is famed for its bright green colour and use in popular cocktails like the Midori Illusion and Japanese Slipper. 

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

Leave a comment

Your email address will not be published. Required fields are marked *