TY KU Premium Sake & Spirits, has announced its new marketing and advertising campaign "Share On" that was developed with brand co-owner, five-time Grammy Award-winning artist, CeeLo Green. The TY KU campaign launched on February 27, 2013 with nationally televised commercial spots starring Green and is supported by a full 360 multi-media campaign throughout the year. The television commercial is not only the first for the TY KU brand, but they are the very first nationally televised commercials for any sake brand in the U.S.
The "Share On" campaign is inspired by the Japanese tradition of always pouring sake for friends and loved ones as a sign of respect and in turn, they do the same for you. "Share On" aims to empower consumers with a premium brand name in sake, introducing a better way of drinking with the inherent benefits of the beverage and, most importantly, it encourages a renewed social awareness of friendship and respect.
CeeLo says of the campaign, "With the inevitable increase in our reliance and obsession with technology, restaurants and lounges are now filled with tables of people staring down at their phones rather than sharing the moment. Together with TY KU, I am proud to launch the new Share On campaign to bring back the tradition of truly sharing the experience with your friends and family. With TY KU, it's all about discovering better and different ways to enjoy the moment."
After experiencing 100 percent growth with sake in 2012, TY KU officially became the fastest growing premium sake brand in the U.S. for the second year in a row according to Nielson data. TY KU and CeeLo aim to further extend the reach of the TY KU Sake portfolio which consists of four premium offerings and the TY KU Spirits portfolio consisting of Soju and Citrus Liqueur. The commercial spot showcases CeeLo and friends sharing the TY KU experience in various social settings—from a pool party to a night out, to evoke the vibrant, celebratory spirit of the "Share On" movement.
