Midori flags up Japanese roots with summer marketing push

Midori has gone back to its Japanese roots with its UK-wide marketing campaign, including an exclusive off-trade partnership with Asda.

The melon liqueur, part of Maxxium UK, has launched its new campaign which invites consumers to say “Moshi Moshi to Midori”, linking the campaign with Japanese culture and vibrant cocktails.

The brand has also set up an exclusive off-trade partnership with Asda, alongside cocktail chain Be At One in the on-trade, to leverage its summer push. The partnerships aim to bring the vibrant world of Midori to life with Japanese style experiential activity at key venues. This will include the installation of three Japanese telephone booths, which will be located outside three London Asda stores (Wembley, Leyton and Park Royal); shoppers will be encouraged to say “Moshi Moshi” to Midori and answer the ringing telephone and take part in interactive digital activity.

An exclusive Midori Furoshiki (a traditional Japanese wrapping cloth) has also been created to cover a limited number of bottles purchased. The design, which was chosen by Midori fans through a social media poll, aims to celebrate the brand’s ‘Japaneseness’.

Johna Penman, marketing controller at Maxxium UK, said: “This is another hugely exciting year for Midori as we step up a gear by reclaiming our Japanese heritage. By continuing to excite consumers and give them more opportunities to explore and enjoy the brand, we aim to fuel further growth and strengthen our position in the category.

“The Asda and Be At One partnerships will bring our vibrant campaign to life and give our target audience a great chance to get involved with, and ultimately, be part of our brand activity this year.

“Overall we have an exciting summer on and offline of Midori for fans, with lots more in the pipeline for Moshi Moshi until 2017.”

Midori is a Japanese melon liqueur with an abv of 20%. The drink, which means ‘emerald green’ in Japanese, was launched in Japan in 1971 and is made from premium Japanese melons blended with aged cognac. 

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