Moët Hennessy Diageo Malaysia: Social Wins the Race

Ogilvy Malaysia

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: Malaysia
Dates 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 Malaysia
Media 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 creative assets that the local market could not relate to. Advertising regulations that shut out alcohol brands.

  1. 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.
  2. 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.
  3. 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.