Toki Whiskey – Launch of Toki Black
The Ask: Leverage the launch of Toki Black, the first new expression from Toki Japanese Whiskey since 2016, to drive broader brand awareness and authentically connect Toki to the Japanese listening bar culture — a refined subculture rooted in analog sound, craftsmanship, and intentionality.
our approach
The Concept
To create an authentic bridge between Toki and the world of listening bars, the campaign centered on the creation of a limited-edition vinyl record and accompanying short film — symbolizing the essence of Japanese craftsmanship, patience, and artistry that mirrors Toki’s own values.
The record became the physical and emotional link between the whiskey and the music culture it sought to champion.
The Campaign
Exposure enlisted Giant Step for music supervision and creative collaboration, developing a 360° campaign built around the making of the record.
The project brought together two acclaimed artists from opposite sides of the Pacific:
Terrace Martin, a Grammy-nominated American jazz producer, and
Ryoto Nozaki (Jazztronik), a celebrated Japanese pianist and composer.
The two artists came together in Tokyo’s legendary Onkyo House Studio, where their session was recorded, filmed, and documented to capture the spirit of creative fusion and cultural respect.
This session became the centerpiece of the campaign film — a poetic narrative that celebrated collaboration, artistry, and shared craftsmanship.
Activation & Distribution
Exclusive listening events were hosted in New York and other key markets to debut the record and introduce Toki Black.
A limited-edition 300-piece vinyl pressing was created — not available on streaming platforms — and distributed to influential DJs and tastemakers around the world, including Giles Peterson, Rich Medina, and Louis Vega.
Campaign assets were deployed across earned, owned, and paid media, amplifying visibility through cultural, music, and lifestyle channels.
The REsults
510+ million earned media impressions
2+ million earned social reach
The campaign established Toki Black as a milestone in the brand’s evolution — a fusion of Japanese precision and global creativity.
The vinyl and film became cultural artifacts, solidifying Toki’s place in the intersection of whiskey, music, and craftsmanship.
Results
Exclusive listening events were hosted in New York and other key markets to debut the record and introduce Toki Black.
A limited-edition 300-piece vinyl pressing was created — not available on streaming platforms — and distributed to influential DJs and tastemakers around the world, including Giles Peterson, Rich Medina, and Louis Vega.
Campaign assets were deployed across earned, owned, and paid media, amplifying visibility through cultural, music, and lifestyle channels.
