Johnnie Walker: Vietnam New Year Gift Packaging
Agency: Lewis MoberlyClient: Diageo Asia Pacific LtdCategory: Packaging, Branded - Drink
Executive summary
Gifting is important within Vietnamese culture and particularly so at Têt, their New Year celebration. In choosing a gift, consumers look for a brand of status and a good ratio of price to perceived value. Each year Diageo has special Têt gift packs designed specifically for Johnnie Walker.
The 2011 gift packs show the highly recognisable Johnnie Walker 'Striding Man' icon, symbol of this progressive, masculine brand dramatised with an embossed, gold fireworks pattern.
Sales...