TY KU Sake has named Circus Maximus as its agency of record for its complete line of sake beverages. Circus Maximus will oversee all marketing strategy and creative direction for the premium TY KU brand, including digital, experiential and event marketing.
The move reunites Guillaume Cuvelier, founder of Svedka vodka and now executive director at TY KU, with Circus Maximus co-founder Doug Cameron, who developed the strategy behind the Svedka Girl campaign. Circus Maximus specializes in inserting brands into the cultural discourse. Cameron and Ryan Kutscher joined forces to provide brands with this approach tailored for the modern marketing landscape. Kutscher's award-winning creative resume includes successful campaigns for iconic brands including Burger King's "Whopper Freakout," to Volkswagen, Harley-Davidson, Miller Lite, Method and Smirnoff Vodka, while Cameron's strategic track record includes successes for Mike's Hard Lemonade, Honest Tea, Ben & Jerry's, and the repositioning of Working Today as the now famous "Freelancer's Union."
"Premium sake is one of the fastest growing alcoholic beverage categories in the U.S. and TY KU is leading the charge in this space” says Guillaume Cuvelier, of the partnership. “More and more consumers are discovering the wonderful qualities of premium sake as an extension of their wine repertoire, especially white wines. Doug and Ryan haven proven their ability to help brands capitalize on cultural opportunities, so there is no better choice than Circus Maximus to craft and execute a unique, compelling and exciting position to grow the TY KU brand.”
Adds Cameron, “These are the kind of challenging, and exciting opportunities we thrive on. How can we push premium sake to the forefront of the American mainstream? We are using our alcoholic beverage experience and process to identify a cultural opportunity on which TY KU will be perfectly positioned to capitalize. We're not just looking to make TY KU iconic but to popularize Premium Sake in the U.S.”
Circus Maximus will begin work immediately.