Be At One bars say ‘moshi moshi’ to Midori

midori bottle new

Be At One bars will be celebrating Japanese culture this week as part of a UK-wide campaign for Midori melon liqueur.

Consumers are being invited to say “moshi moshi” – a common Japanese greeting – in activities inspired by Japan’s Tanabata festival, a traditional holiday of good fortune and wish giving.

“Moshi Moshi Wish Trees” will be popping up at Be At One bars in London – at Islington and Shoreditch on Friday July 29 and in Putney and Hammersmith on Saturday July 30.

Consumers will have a chance to pull a “wish” off the tree and claim a free Midori cocktail. During Tanabata in Japan, people write wishes on small pieces of coloured paper and hang them on bamboo trees, making them “wish trees”.

The activity, run by Midori’s distributor Maxxium UK, also features an exclusive partnership with supermarket group Asda, with Japanese telephone booths appearing at selected branches.

An exclusive Midori Furoshiki – traditional Japanese wrapping cloth – has also been created to cover a limited number of bottles, using a design chosen by Midori fans through a social media poll.

Johna Penman, marketing controller at Maxxium UK, said: “This is another hugely exciting year for Midori as we step things up a gear by reclaiming our Japanese heritage. By continuing to excite consumers and give them more opportunities to explore and enjoy the brand, we aim to fuel further growth and strengthen our position in the category.

“The Asda and Be At One partnerships will bring our vibrant campaign to life and give our target audience a great chance to get involved with, and ultimately, be part of our brand activity this year.

“Overall, we have an exciting summer on and offline of Midori for fans, with lots more in the pipeline for Moshi Moshi until 2017.”

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