Suntory Brand Storytelling
Creative Strategy | Art Direction | Copywriting | Storyboarding | Animation | Video Editing | Design
Suntory, a global beverage company, has a strong following in Japan and other regions, but awareness in the U.S. remained limited following its acquisition of Jim Beam in 2014. Since 2015, we have established new social channels to introduce Suntory’s brand story and corporate philosophy to global audiences, engaging culturally curious fans and product enthusiasts in key growth markets.
Brand journalism and original video programming were central to our creative strategy, serving as a means to build and sustain audience interest through a curated storytelling platform.
Through the design and execution of a proactive and reactive brand video programming informed by audience and trend research. We leveraged serialized video and social content as the center of the storytelling strategy and orchestrate digital and paid media strategy on its owned, paid, and earn channels to reach the targeted audiences.
To scale storytelling effectively, we developed a flexible video programming strategy anchored in a “bite, snack, and meal” framework—enabling cohesive narratives across formats while adapting to platform behaviors and trends.
“Bite”
Fast, scroll-stopping, low-commitment content designed to hook attention and drive reach.
“Meal”
Deep, intentional, high-value content that builds trust and convert audience into Suntory fans. For example, Suntory’s feature videos tell rich, in-depth stories about the brand’s craftsmanship, heritage, and philosophy.
“Snack”
Slightly more substance—gives value, builds trust, but still easy to consume. For example, the Art of Distinction series highlights Suntory’s craftsmanship in a way that’s both engaging and accessible.
400%
increase in follow growth on Facebook
30%
increase in follow growth on LinkedIn
115K
average video views per month on YT
175%
increase in follower growth on X
70M+
impressions and 8K new followers on Instagram
71%
increase in average watch time on YT
We built out Suntory’s social media channels—Instagram and YouTube, digital strategy, and helped managing content creation that guided by strong research and digital insights.
Find more from the brand’s social media pages below:
