The Moshi Moshi campaign was first launched in the US in December

Beam Suntory is to place a Japanese-style telephone booth outside Asda supermarkets as it extends an experiential marketing campaign for Midori melon liqueur to the UK.

The 'Moshi Moshi to Midori' push, which was first launched in the US in December, invites consumers to answer a ringing phone inside the booth. The phrase Moshi Moshi is a common Japanese greeting.

When the phone is answered, the back wall of the booth changes to a street view of Tokyo, allowing users to take pictures of themselves with an inbuilt camera. 

Consumers can also make GIFs and play with a selection of props in the booth.

The booth will be at two Asda supermarkets in London next weekend, in Wembley (Friday 29 July, 1-6pm) and Leyton (Saturday 30 July, 1-6pm). Meanwhile, cocktail bar chain Be At One will feature 'Moshi Moshi Wish Trees' over the same weekend giving consumers the 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.

"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," said Johna Penman, marketing controller for Maxxium UK, the Beam Suntory and Edrington JV that distributes Midori in the UK.

Last month, Maxxium said the UK spirits category can increase sales by 10% over the next 14 years, with more than half of the growth coming from the on-trade.