Midori®, the original melon liqueur, is unveiling its new campaign “Moshi Moshi To Midori®,” which invites cocktail enthusiasts to say “moshi moshi” — “hello” in Japanese — to the best of Japanese culture and a world of exotic cocktails.
Created by Ogilvy & Mather Chicago and Unit9, the campaign showcases inspiration the brand has drawn from Japanese culture and the premium ingredients that go into every bottle of its liqueur. The campaign will be supported via social media, digital, public relations and retail extensions.
“‘The ‘Moshi Moshi To Midori’ campaign touches on everything that makes this brand so unique,” said Brendan Lynch, Senior Director of Rum & Cordials at Beam Suntory. “We’re challenging people’s perceptions of Midori by educating consumers on its history and premium ingredients in a lively and interactive way.”
To bring the vibrant world of Midori to life, the brand welcomed consumers to literally step through a billboard into an immersive and sensory-engaging experience showcasing the brand’s heritage. When consumers answered a phone attached to a street side billboard with the phrase “Moshi Moshi to Midori,” a secret door opened. Upon entering, consumers engaged with the brand in one of three distinct and exciting spaces.
The Game Show Room — Inspired by Japanese pop culture, this room featured vibrant light and pulsing sound where guests tried their hand at a live wire rope pull, similar to the types of challenges seen on Japanese game shows.
The Melon Grove — Here, guests were transported to a high-end Japanese farmer’s market where they tasted and learned about an essential part of Midori — the premium Japanese melons that are used to create the distinct melon flavor and green color Midori is known for.
The Casting Room — In this room, guests got to experience the new campaign firsthand by stepping in front of a camera to say “Moshi Moshi To Midori” against a backdrop of iconic Japanese landscapes while directed by a Japanese “film crew.”
Video content was captured throughout the experience, catching guests’ authentic reactions to each dynamic experience, which are highlighted throughout the new campaign.
Also making a surprise appearance was world-renowned Japanese chef and star of television’s Iron Chef®, Masaharu Morimoto, who stopped by to say “Moshi Moshi To Midori” and shared his favorite cocktails made with the vibrant green liqueur.
“I’ve enjoyed Midori for years, having become familiar with it in Japan, so I’m honored to help encourage consumers to say ‘Moshi Moshi To Midori,'” said Chef Morimoto. “I like to experiment with unexpected flavors, so when it came to crafting fresh, vibrant cocktails with the liqueur it was easy thanks to the versatility and mixability of Midori.”
You can also say “Moshi Moshi To Midori” with one of the below cocktails.
Created by Chef Morimoto
1 part Midori® Melon Liqueur
1 part Junmai Style Sake
1/2 part Fresh Lemon Juice
Splash of Simple Syrup
Combine ingredients in a mixing glass with ice and shake. Strain into a chilled cocktail glass. Garnish with a lemon peel.
1 part Midori® Melon Liqueur
1 1/2 parts Hornitos® Silver Tequila
2/3 part Fresh Lime Juice
Combine ingredients in a cocktail shaker over ice and shake vigorously. Strain into a salt-rimmed martini glass. Garnish with a lime wheel.
Midori® Melon Ball
2 Parts Midori® Melon Liqueur
1 Part Pinnacle® Vodka
Fresh Orange Juice
Pour ingredients one by one into a rocks glass with ice, topping with orange juice. Gently stir and garnish with fresh melon balls.