Martell/ Glenlivet/ Chivas/ Ballantine/ Absolut Vodka/ Havana Club: Pernod Ricard brand matrix digital content marketing

Linna Zhao, Qi Gao, Susie Chen

Pernod Ricard, the alcoholic beverage company, collaborated with a popular TV variety show to simultaneously reach the varying target audiences of its multiple brands in China.

Campaign details

Brand: Pernod Ricard Brand owner: Pernod Ricard Entrant company: WavemakerIdea creation: Wavemaker Shanghai Market: Greater China Sector: Spirits & liquors Media channels: Product placement Budget: 1 - 3 million

Executive summary

We deployed six of Pernod Ricard's brands (Martell, Glenlivet, Chivas, Ballantine, Absolut Vodka, and Havana Club) to collaborate with a variety show in a multi-dimensional way, using the show to reach different target consumer groups of multiple brands at the same time.

By exploring and adapting the different characteristics of the 32...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands