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Marketing Featured East Asia

Ogilvy China tapped to handle brand strategy of Mengtai Group’s whiskey distillery

China – Ogilvy China has been selected by Inner Mongolia Mengtai Group (Mengtai Group), the group that operates as a coal operation company, to lead the brand strategy consulting for its Mengtai Whiskey Distillery. The distillery is the group’s first foray in the area of Whiskey. 

For the remit, Ogilvy Consulting will be assisting the Mengtai Whiskey Distillery to plan and launch a new Chinese whiskey brand, and help to establish China as one of the strong players of the international whiskey scene along the likes of Ireland, Scotland, the United States, Canada, and Japan.

The company wants to take advantage of the market’s whiskey sector which is undergoing rapid transformation, turning from simply being a ‘whiskey consumption market’ into a ‘whiskey production region’. The Ordos plateau, situated in the southern part of Inner Mongolia and where the Mengtai Group’s distillery is based, carries a similar climate as Scotland, making it an ideal region to launch a high-quality whiskey brand.

In October 2021, the first batch of distillery equipment was manufactured in Scotland and shipped to Inner Mongolia for assembly with operations expected to start in 2022, making Mengtai Distillery the first whiskey distillery in Inner Mongolia. 

Ogilvy Consulting’s remit will focus on business strategy and consulting duties for the Mengtai Group. This includes market research, segmentation, product portfolio definition, as well as brand positioning, naming, and visual identity.

Ao Bo, vice chairman and vice president of the Mengtai Group, commented that they are confident that the partnership will be able to build a true world-leading Chinese whiskey brand and expand the company’s footprint even further across the globe.

“Mengtai is truly passionate and committed to developing local Chinese whiskey brands. Through our cooperation with Ogilvy Consulting China, we have gained even more confidence about bringing this project to fruition. As whiskey enthusiasts, just like many other Chinese consumers, we are looking forward to being able to taste domestically produced whiskey,” said Bo.

Sandy Ng, president of Ogilvy Consulting in China, commented saying, “We are honored to be working with the Mengtai Group’s leadership team on this brand creation project, which truly exemplifies the breadth and depth of our Consulting offering, from data-led brand positioning and architecture design to product visual identity and naming, all the way to portfolio and integrated communications strategy.”

Chris Reitermann, CEO for Ogilvy Asia & Greater China, adds, “It is an immense pleasure to be partnering with the Mengtai Group to together pave a new way for the Chinese whiskey industry. The future is full of exciting opportunities in this category and as part of our focus on being the best platform and partner for growth for our clients, we look forward to leveraging our expertise in developing strong brands globally and in China to help the Mengtai Group build a strong and sustainable business for years to come.”

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Marketing Featured East Asia

2NE1’s CL invites viewers to ‘keep walking’ for progress in latest Johnnie Walker campaign

Hong Kong – A celebration of those who never settle on things as they are as well as being bold in making life decisions: this is the latest mantra for whiskey brand Johnnie Walker as they unveiled its latest global brand activity, featuring South Korean rapper and singer-songwriter CL.

Formerly a part of the K-pop group 2NE1, CL’s powerful personal story of overcoming prejudice to become a global sensation and the first Korean solo female artist to break into the Billboard Top 100 list is explored in the campaign. Despite 2NE1 officially disbanding last 2017, CL went on a solo career journey, where she is known for tracks such as “The Baddest Female” and “Lifted”.

Furthermore, the campaign also features Johnnie Walker Highballs; vibrant and versatile serves that challenge traditional whisky conventions, made to be enjoyed at home as well as in restaurants, bars and for all casual occasions spent with friends. With options including the Johnnie Lemon Highball, Johnnie Peach Highball and Johnnie Ginger Highball, there’s a wide variety of flavors to suit individual tastes. 

Speaking about her participation in the campaign, she stated, “I’ve always hoped that by forging new paths, breaking down cultural barriers and challenging stereotypes, I could inspire others to never feel constrained by their background or the status quo they see in the world around them. With their 200-year history of pushing boundaries all over the world, I’m really excited to tell this story with Johnnie Walker.”

With the CL partnership, Johnnie Walker also kicks off the ‘Walkers’ program where the brand is looking at creating a global collective of individuals who are living examples of the Keep Walking philosophy. These are individuals with unwavering passion, defiant optimism, restless curiosity and their perspective of the world inspires people to push boundaries and taste more out of life. 

The Johnnie Walker + CL campaign now aims to appeal to the nature of consumers, who look for brands that stand for something and resonate with their own values, beliefs, and taste. It seeks to inspire them through a range of disruptive content starting with digital videos and various online and offline channels.

Over the past two years, Johnnie Walker has been communicating with consumers, platforms like the Busan International Film Festival, and various music festivals. Last year, due to the pandemic, it successfully accomplished an array of projects to communicate with consumers, such as the ‘Online Johnnie Party’ with famous bartenders and hip-hop musicians, and the hip-hop competition TV show ‘SHOW ME THE MONEY 9’.

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Marketing Featured Southeast Asia

Diageo taps 72andSunny for Johnnie Walker campaign in SG

Singapore – Beverage company Diageo has sought the services of creative agency 72andSunny Singapore to aid in its marketing campaign for the popular whiskey brand Johnnie Walker in Singapore.

Through the campaign, Johnnie Walker’s classic bottle and iconography will be prominent and applied in a fresh new visual language with provocative headlines that challenge Singaporeans to never stop going places. 

This comes after 72andSunny SG recently won in a cross-agency pitch, clinching the contract to work with Diageo, as the brand owner of Johnnie Walker. 72andSunny’s remit includes helping steer Johnnie Walker’s brand campaigns and key moments in culture for several markets across the region.

Ida Siow, president at 72andSunny, said, “We could not be happier to toast this partnership. Johnnie Walker is a big bold whisky and we have a team with fire in our bellies who share their bold brand ambition moving forward.” 

Meanwhile, Daniel Ko, creative director at 72andSunny commented, “With pun fully intended, we’re thirsting for what’s to come. We had our first sip, and I can’t wait for more.” 

72andSunny SG has recently clinched multiple account wins this year, including being the global brand partner of smartphone brand OPPO, and renewing their contract with online selling platform Carousell.