Cannes Lions

Scent Coaster

LANDOR, Tokyo / SEKINOICHI / 2020

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Overview

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Credits

Overview

Background

The company, Sekinoichi, had been established 100 years ago, and loved by the locals. They have been provided many brands and products to ignite the hearts and the spirit of the community.

Idea

Bringing you Iwate

The core idea was simple: if people couldn’t come to Iwate, we needed to bring Iwate to them. Working with scent experts, we developed a unique scent inspired by Iwate to pair with every sip of Iwate Kura beer. A celebration of our heritage, culture and land, this small act, left a big mark in the hearts and minds of drinkers in Japan and beyond.

Strategy

Following the Fukushima disaster ten years ago, many people were hesitant to not only return, but also visit the countries Northeast Coast. This activation was not simply about the beer, instead, it was about our community. The scent coasters acted as a reminder and celebration of the richness, wilderness and resilient spirit that exists in Iwate.

Execution

To create a multisensorial drinking experience, we worked with our in-house scent expert to create a unique fragrance that expressed the seasons from Iwate. We then weaved these scents into designed coasters that reflect the seasons, creating a visceral experience that complimented Kura beer.

These coasters have made their way across local bars, restaurants and events, creating a pairing ritual that added a moment of surprise and delight for beer drinkers.

Outcome

While the scent coasters have increased the brand awareness for Iwate Kura Beer, their real role is to connect people closer to Iwate, the community, and the local farmers. This will be a long-term journey, as the coasters reach more bars and restaurants across the country and beyond.

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