Old Parr – Japan
Dark liquor such as whiskey was on the decline amongst the upwardly mobile in Japan. An old traditional in Japan is the giving of a melon when visiting someones home. This campaign positions Old Parr as the new gift to give. The texture of the bottle and the texture of the melon are quite similar as is the price. About $120. Copy was unnecessary. These posters ran throughout Tokyo in subway stations and garnered numerous awards but more importantly increased sales of Old Parr by 83%.