SHANGHAI: Scottish whisky label Glenfiddich is on the hunt for a 'brand ambassador' to sell its flavoursome virtues to the Chinese.
Boutique agency Can Create, part of the McCann Worldgroup empire, aims to use community forums, blogs and PR events to recruit a whisky enthusiast willing to represent the brand to local media and hoteliers.
Says Canon Wu, chief creative director at Can Create: "We don't want to use typical, traditional PR executions like having a product launch, a PR party or taking some journalists to whisky refineries in Scotland."
"As the client's budget is not substantial, we need to get creative in order to raise the brand's visibility in China."
Drawing on inspiration from the Queensland State Government's 'Best job in the world' campaign, Can Create has already created a minisite on zhaopin.com to attract whisky afficionadoes.
Glenfiddich competes against Chivas Regal and Johnny Walker in the Chinese market and describes its core consumers as "sophisticated, white-collar men in tier-one cities."
Data sourced from MediaAsia; additional content by WARC staff