Diageo plans pan-Asia whisky battle

by Sharon Desker Shaw, Media Asia 05-Nov-04, 04:27

Diageo is gearing up for its first pan-regional television and print offensive for Johnnie Walker, backed by an estimated US$3 million marketing war chest.

The pan-regional drive is being handled by Diageo's Singapore-based Asia Ventures division, which is responsible for China, Hong Kong, the Philippines, Malaysia, Singapore and the Indochina markets.

"(The incremental investment) is an indication that the growth of the brand is fantastic within Asia and we would like to see that growth accelerate," said Ajay Asrani, Asia Ventures' regional marketing development manager.

Sources tell Media that the pre-Christmas blitz will utilise last year's Gold Lion winner, the 'Fish' TV spot, and 'Icons' for print and outdoor support.
'Fish' is a stunning 60-second TV spot developed by Bartle Bogle Hegarty London. It looks like a nature documentary at first glance, opening with shots of what appears to be a large shoal of fish. The fish turn out to be ocean-dwelling humans, who eventually take their first step on land, tying in with the brand's 'Keep Walking' tagline. The 'Icons' creative features a yellow line, which will be adapted to represent emblems of different markets against a black background with the Johnnie Walker striding man.
Asia Ventures is believed to have pitched the incremental assignment between its two roster media agencies, MindShare and Starcom. A decision was due at press-time.
Asrani also confirmed that the pan-Asia drive would be complemented by the relaunch of the Pure Malt brand as Johnnie Walker Green Label in Asia, beginning with Taiwan, and a separate pre-Christmas push for the Black Label.
Johnnie Walker has seen competition intensify this year, with Pernod Ricard giving its Chivas Regal brand a facelift to better target a younger audience.