Beam Suntory creates ‘Happy Hour Makeup’ for the Philippines

Japanese alcohol company Suntory has come up with a cosmetic range to promote its the low-alcohol content Horoyoi canned beverage, called ‘Happy Hour Makeup’. Created by Soho-Square Ogilvy Philippines and Beam Suntory, the range includes ‘Happy Hour’ blush, ‘Say Cheers’ liquid lipstick and ‘Glow Home’, a liquid highlighter.

The goal is to induce the flushed cheek or ‘igari’ look without overindulging. 

The range is available for a limited time only and is being promoted by some of the  Philippines’ leading beauty and lifestyle influencers.

On the rationale driving the campaign, an agency spokesperson said: “We wanted to launch the campaign in time for the holiday season. Every night is a Christmas party. 

“And we all know that reunions come with the occasional alcohol binge. So aside from helping girls look cute for Instagram, we also wanted to remind them to take it easy and drink responsibly. 

“With Horoyoi 3% alcohol, there’s no need to worry about getting wasted. All you have to worry about is which holiday selfie to upload, thanks to Horoyoi Happy Hour Makeup.”

A spokesperson for Beam Suntory said: “We wanted to launch big in the Philippines. And we know how big Christmas is here. So as the holidays come, we made sure we give a little something to the girls to help them jump-start their Instagram game. 

“Horoyoi believes that girls can be whoever they want to be. So if they just want a relaxed night in with the girls, then go for it. Pop open some Horoyoi cans and glam up with the Happy Hour MakeUp kit. However you choose to spend your holiday parties, Horoyoi lets #YouDoYou.”



Digital and ecomm manager: Pei Ying Siew

Brand manager: Xinyi Chen


Managing partner: Caloy Sambrano

Associate business director: Emma Mañalac 

Senior account manager: Rocky Santos 

Group executive creative director: Michael Sicam 

Creative director: Eia Garcia

Senior copywriter: Red Cajucom 

Senior art director: Lovette Bartolome 

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Social media analyst: Mai Manzano


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