Sam Pinsky
mostly writes, sometimes draws
Portfolio Cover-03.png

Kikkoman Soy Sauce

We created two separate campaigns to attract different audiences.

Problem: People don’t see a difference between soy sauce brands.

Audience 1: Working professionals aged 35-45

Insight: Quality matters.

Idea: Kikkoman brews their soy sauce like a fine wine.

Audience 2: Millennials aged 20-30

Insight: All brands are the same until proven otherwise.

Idea: Develop a memorable character for Kikkoman Soy Sauce that ties into pop culture.

AD: Tiffany Zhi

 

Problem: People aged 30-45 are unaware that some soy sauce is better than others

Insight: People care about the quality of other things they consume

Idea: Kikkoman brews their soy sauce like a fine wine

kikko wine.jpg

Limited Time Product

Kikkoman will sell a limited edition soy sauce distributed in a wine bottle. Customers can find the bottles on a small wine rack to be featured in both the wine section and sauce section. Each store carrying the product will be asked to set up sampling tables where customers can compare the taste of Kikkoman to other brands. 

Art: Tiffany Zhi

Copy: Sam Pinsky