• by Fern Siegel , April 22, 2025

Suntory is promoting Maru-Hi, its new Japan-inspired ready-to-drink beverage.

This is the first work that Argonaut has done for Suntory since winning the account in 2024.

Capturing Tokyo’s izakaya bar culture, the campaign uses anime storytelling to craft a brand identity, positioning Maru-Hi as the go-to drink for nighttime moments.

The campaign runs across social and out of home and extends into retail, brand activations and AR experiences throughout the year. Targeting younger drinkers, the visual language of anime further distinguishes Maru-Hi in the marketplace.

Maru-Hi is also inspired by Chu-Hi, a popular Japanese cocktail often shared after work with friends.

"We're excited not only bringing a fresh, new product to the RTD space, but introducing Japanese izakaya culture to the U.S. consumer,” says Satoru Shimizu, president of Suntory RTD North America.

Hunter Hindman, CEO-CCO at Argonaut, adds: “We wanted to build out a distinct and timeless brand world using the can as a portal into it."

Suntory brands include Jim Beam, Maker's Mark and Roku Gin.