Moët Hennessy Diageo Malaysia: Social Wins the Race
Category: Product Manufacturing and Distribution
Country where program ran: Malaysia
Dates program started/ended: October 2010 – December 2011
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 Malaysia
Media Channels: TV/Video/Radio, Web Advertising, Other
Johnnie Walker Black Label had everything going against it. A strong competitor with a decade-long leadership. Global creative assets that the local market could not relate to. Advertising regulations that shut out alcohol brands.
- The brown spirits market in Malaysia is dominated by Chivas Regal 12 (CR12) and Johnnie Walker Black Label (JWBL). CR12 has enjoyed the lead over JWBL for more than a decade.
- Johnnie Walker sponsors F1 globally, but research* showed that the association was lost on the local market, and therefore the target did not relate to the Johnnie Walker ambassadors, F1 champions Lewis Hamilton and Jenson Button.
- Malaysia is a semi-dark market for alcohol advertising. Johnnie Walker cannot advertise on TV, radio, newspaper or Out-of-Home media. It also has no brand presence in a key location – the Malaysian F1 circuit. Alcohol consumption is also prohibited for the Muslims, who form the majority of Malaysia's population, further narrowing our reach.