This sake brand was born of a collaboration between the Japanese brewery Tanaka and François Chartier, the Creator of Harmonies, in 2020, at the start of the pandemic. François had already been working in partnership with PADAM since 2012, which naturally led PADAM to join this new team to promote the brand internationally.
From the outset, PADAM accompanied the team in various aspects, from the creation of the name to the implementation of the digital strategy, including the design of a brand new website.
For Tanaka 1789 x Chartier, PADAM managed the website, social media platforms, content creation and digital development strategy.
The objectives were clear:
- Build brand awareness.
- Stimulate sales with each new market opening.
All actions took place exclusively online, with a 100% presence on digital media. The target markets were the USA, Canada, France and Singapore.
The major challenge was to launch this new range of sakes in May 2020, in the middle of a confinement period. However, despite this constraint, the results were remarkable. The brand was present in 6 countries in 2020, then in 15 countries in 2021, and finally in 23 countries in 2023, demonstrating
