Johnnie Walker Malaysia: Social Wins the Race

Johnnie Walker Black Label, the Diageo-owned whisky, needed to generate buzz and build brand equity in order to end Chivas Regal's ten-year domination of the Malaysian market, despite severe restrictions on advertising there.

Moët Hennessy Diageo Malaysia: Social Wins the Race

Ogilvy Malaysia

Entry Information

Category: Product Manufacturing and DistributionCountry where program ran: MalaysiaDates program started/ended: October 2010 – December 2011

Product Description:

Johnnie Walker Black Label is a premium blended Scotch whisky sold in over 120 countries. In Malaysia, it has trailed behind Chivas Regal 12 for more than 10 years.

Advertiser/Client Name: Moët Hennessy Diageo MalaysiaMedia Channels: TV/Video/Radio, Web Advertising, Other

Website:www.facebook.com/JohnnieWalkerMalaysia

Strategy

Marketplace challenge:

Johnnie Walker Black Label had everything going against it. A strong competitor with a decade-long leadership. Global...

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