Building differentiation for a next-gen audience

TIMELY CONTEXT:
Younger drinkers are shifting from excess to intention, choosing presence over party. In a category dominated by daytime vibes, Suntory’s Maru-Hi stands apart as the RTD made for nights that matter: shared with close friends, over real conversation.

TIMELESS TRUTH:
Maru-Hi is the “Taste of Tokyo,” a sparkling take on the Izakaya classic chu-hi, designed to channel the city’s electric nightlife. Its anime-inspired can is more than packaging; it’s a bold, immersive world. At the center, the “maru” mark symbolizes connection and the spirit of the drink itself: made to be shared.

ICONIC BRAND PLATFORM:
Seek Your Circle turns the Maru-Hi can into a portal: an illustrated, manga-style world that invites drinkers into a Tokyo-inspired night out. Guided by Yuki, a virtual storyteller rooted in Izakaya culture, the campaign celebrates the joy of close-knit moments, where every sip sparks a new story and every night is a chance to find your people.