The Drink for Food
Jinro Soju is the world’s best selling spirit, but Americans hardly ever order it. They don’t know what Koreans know - that this drink is the perfect compliment to every delicious dish. So, we make it brutally clear: when you have food, you need a drink and Jinro Soju is the drink for food.
Label Redesign
A fresh look for a fresh audience, complete with a manifesto introducing the concept of anju with soju.
Social
When searching for what to cook at home, we've placed banner ads on Pinterest recipe boards to remind users that no recipe is complete without a soju.
In-Bar
To catch people where food and drinks meet, we’re creating food wrappers and drink coasters that will be distributed to local bars in large cities. Showing that this food and this drink go hand-in-hand.
The Drink for Food Truck
Food trucks are something Americans know and love so, we made The Drink for Food Truck. A drink truck that will be parked near food trucks with only one item on the menu: Jinro Soju.
Ad Takeover
We’ll be vandalizing food and delivery service ads to show that you should always have a soju with whatever meal you are eating.
