How Suntory uses heritage, celebrity endorsements to strengthen brand

The ads targeted young adults, families, and beverage connoisseurs.

Suntory Holdings Ltd. launched a series of YouTube advertising campaigns in Q1 2025 that focused on refreshing beverages, Japanese cultural heritage, and meaningful social connections.

The ads targeted young adults, families, and beverage connoisseurs, positioning Suntory’s offerings as ideal for relaxation, social occasions, and cultural appreciation.

Satya Prasad Nayak, ads analyst at GlobalData, said that Suntory’s advertising successfully merged modern and traditional themes.

The ads featured products like Iyemon Green Tea and The Premium Malt’s Japanese Ale, alongside celebrity endorsers like Tommy Lee Jones and Muto Keiji. Campaigns such as Tennensui’s collaboration with Hello Kitty and Jim Beam’s focus on friendship reflected the brand’s broad appeal and its emphasis on values like family safety and craftsmanship.

A key theme in the campaigns was celebrating togetherness. The brand’s Craft Boss World Tea encouraged families to bond whilst Jim Beam focused on bringing friends together, reinforcing the its message of camaraderie and shared experiences.

Suntory also promoted health with Tennensui Marushibori SPARK Unsweetened, a sparkling water aimed at health-conscious consumers seeking sugar-free, refreshing options for a balanced lifestyle.

The campaigns also emphasised Japanese cultural heritage. Iyemon Green Tea highlighted Kyoto’s tea culture, whilst Hibiki Whisky ads showcased Nishijin-ori dyeing techniques. These ads appealed to consumers who value artistry and legacy in premium products.

Family well-being was another focus, with the Tennensui and Hello Kitty partnership highlighting emergency preparedness and hydration for families. The campaign made Suntory’s water products relatable and essential for households with young children.