What is summer? It is happiness. And what is happiness? It is a moment where there is no yesterday or tomorrow, only the here and now, and that is its main value. The concept of shun – being aware of the present moment and enjoying the best that each season has to offer us – is at the heart of the brand philosophy of the premium Japanese gin Roku.
June 13 is International Gin Day, so during the whole month Roku invited guests to enjoy the refreshing Roku Tonic cocktail at dozens of top establishments in Moscow and St. Petersburg.
Popular influencers also promoted the idea of enjoying summer trough their posts.
They published photos and stories from summer terraces with their friends, conveying the atmosphere of summer holidays and encouraging their subscribers to celebrate the warm June weekends enjoying live music and a glass of refreshing Roku Tonic. In addition, the campaign was supported by top gastronomic Telegram channels and leading lifestyle media outlets.