Introducing Roku Rei, a refined, non-alcoholic take on the signature Japanese Craft Gin.
A brief from Suntory, this project embraces the spirit of clarity—cutting through industry noise to highlight the mindful choice of 0%. Positioned as a premium offering, Roku Rei celebrates a new generation seeking a life in focus, rich with experience, and free from compromise. This campaign takes existing Roku assets and redefines them as an intentional and elevated lifestyle choice, bringing clarity of mind and purity of taste to the forefront.
The 0% market is awash with new products, creating a loud, overwhelming and confusing environment for consumers to understand the offers infront of them, whatever their preferences.
86% of Gen Z believe that their mental health is a significant contributor to their decisions around alcohol, driving them to question their alcohol consumption' and seek nonalcoholic alternatives at least some of the time.
Enter, Roku Rei: a product and campaign based on the spirit of clarity. Quietening the noise of the industry, and focusing in on the clarity of mind that choosing 0% brings, the campaign positions Roku Rei as a clear and premium product within the market.Embracing non alcoholic consumpion as a mindful and deliberate choice for a generation seeking to experience a life that is magnified, in focus and full.
