As a latecomer in the high-end whiskey market, Johnnie Walker XR has reshaped its brand image with the "Game Changer" strategy since 2020, establishing a differentiated positioning through a clearer and unique image, and striving for the attention, recognition and conversion purchases of the target consumer groups.

Case details


Brand owner: Diageo

Main agency: Leo Burnett Taiwan

Major agency holding group: Publicis Groupe

Contributing agency: PHD MEDIA TAIWAN

Launched in: Taiwan

Industry: Alcoholic Beverages

Media channels:

Budget: 3-4 million

Case Summary

After three years of hard work, Royal Salute has broken through the market trend and made the Taiwan market a benchmark market for global XR marketing.

As a latecomer in the high-end whiskey market, JOHNNIE WALKER XR faces Royal Salute, which almost dominated the business market in the past. The key to successful...

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