To stop the misuse of alcohol, what we need aren’t warnings or fear-based advertising. What we need, are humor, wit, and a FUN way of delivering the message.

Realizing this, Suntory has worked tirelessly since 1986, continuing to deliver a “FUN, responsible drinking campaign” to fulfill its social responsibility as an alcoholic beverage maker.

In 2020, after the WHO advised to “minimize alcohol consumption during the pandemic,” an effective integrated campaign became necessary, more than ever.

Amidst the pandemic, we needed something that would lift people’s spirits.

“The World’s Cutest Liver”

The World’s Funnest Responsible Drinking Campaign.

To stop the misuse of alcohol, what we need aren’t warnings or fear-based advertising. What we need, are humor, wit, and a FUN way of delivering the message.

Enter Mr. Liver, “the world’s cutest liver.” In the commercial, he sang. On the website, he featured in a drama and an educational video. In the newspaper, he shared tips on staying aware whilst staying at home and at online drinking parties.

Whether for people who love drinking, people who can’t, or people who shouldn’t, warnings and fear-based advertising are not effective.

What a responsible drinking campaign really needs, is FUN! Especially amidst the gloom of the pandemic, people need more FUN. We therefore introduced Mr. Liver, “the world’s cutest liver.” We delivered a short commercial featuring a song that invites empathy from all generations, online learning content that is both educational and empathetic, and a newspaper article that approaches online drinking parties and staying at home in a journalistic way.

Our “drinking responsibly campaign” has been loved as the face of newspaper advertisement continuously, every month since 1986.

Amidst the pandemic in 2020, our campaign featured Mr. Liver, “the world’s cutest liver.” Singing in a commercial, featuring online in an empathic drama and educational video, and sharing tips in a newspaper on staying aware whilst staying home and at online drinking parties, Mr. Liver lightened up the moods of people who may be turning to alcohol amidst the gloom of the pandemic. He educated them on responsible drinking, whilst enhancing their affection and trust for the Suntory brand.

The results of research carried out by advertising common research platform J-MONITOR in July 2020 showed exceptionally high scores: 92.1% Ad Understandability, 85.6% Ad Likability, 86.1% Ad Credibility. Amidst the pandemic, we raised awareness of responsible drinking to fulfil the responsibility of an alcoholic beverage maker, and enhanced people’s understanding of and likability towards the Suntory brand.