กรุงเทพฯ--1 ก.ย.--Ogilvy Public Relations Worldwide
Johnnie Walker Black Label, the world’s number one selling brand of deluxe Scotch whisky, has allocated 300 million baht to create 360-degree marketing campaigns that will run from 2009 to 2010. It kick-started with an experiential marketing strategy by inviting consumers to join the “Black Planet presents F1 Episode,” a campaign that combines the global appeal of Formula One racing and Johnnie Walker’s stylish and sophisticated lifestyle, to create a never-before-seen experience for target consumers in Thailand. By getting consumers even closer to the brand and creating a better relationship with partners, Johnnie Walker Black Label expects to keep a stronghold of its market leadership and gain a 5% increase in market share by year-end.
Mr. Isaress Sundravorakul, Marketing Manager of Diageo Moet Hennessy (Thailand) Ltd, said “Over the past year, consumers have been very careful about their spending due to political and economic uncertainties. This has created a negative impact on the overall imported Scotch whisky market, but the Bt3-billion deluxe Scotch whisky segment still managed to grow, as proven by Johnnie Walker Black Label having reached its sales target last year. This is primarily due to the fact that there was very little change in the target consumers’ behavior in the deluxe Scotch whisky segment compared to other segments of the whisky market.
“As a market leader with 73% of share (source: Retail Audit), Johnnie Walker Black Label has prepared new marketing campaigns to excite our consumers continuously from 2009 to 2010. With our Bt300 million budget, the campaigns will be activated across all media, from out-of-home and printed media, to online media channels that provide fast and direct access to our target consumers. A series of parties exclusively for Johnnie Walker fans is also in the pipeline.
"We will start with experiential marketing strategy wherein consumers get the chance to join the "Black Planet" party that will prove to be one of the most sophisticated events ever created by Johnnie Walker Black Label. Our target consumers have been responding very well to all the previous parties we have so far organized for them. This year, we have come up with an even more exciting and more glamorous concept. As a sponsor of the Vodafone McLaren Mercedes team, one of the world's most successful Formula One? racing teams, the “Black Planet” party will have the F1 as its theme. What’s very special about F1 is that it is a racing sport watched by as many as 800 million people around the world each year. Having said so, we believe that an ideal F1 party should provide an unforgettable experience to our target consumers. And this is not to mention that the party will not be conducted only once but will happen 9 times starting from the 3rd quarter of this year to next year. Under the collaboration of Johnnie Walker Black Label and our partners comprising leading nightclubs in Thailand, the party will not only add more excitement to consumers and the whisky market as a whole but will also strengthen our relationship with our partners," added Mr.Isaress.
Since 2005, Johnnie Walker Black Label has been a sponsor of the Vodafone McLaren Mercedes Formula One team, as both brands have many things in common. Both teams represent success — no team has won as many races as Vodafone McLaren Mercedes and no other whisky has won as many awards as Johnnie Walker.
These exclusive Johnnie Walker Black Label parties under the Formula One theme are a reflection of the sophisticated lifestyle of its male target consumers whose ages range from 25 to 40. They will have the chance to personally experience the event with all its sophistication and global appeal. In addition, each party will capture the atmosphere of each city that is home to Formula One racing. For the first party of the series, “Johnnie Walker Black Label presents Black Planet F1 Episode: Spanish Grand Prix”, held last Friday, August 28, at Narz, Sukhumvit 23, Johnnie Walker brought in the exciting atmosphere of the city of Valencia, another home to Formula One racing.
In line with the brand’s long-time commitment to promote responsible drinking, Johnnie Walker Black Label constantly reminds partygoers not to drink and drive after a party.
“All nine episodes of the Black Planet campaign will help reinforce Johnnie Walker Black Label’s image as the no.1 brand in deluxe Scotch whisky segment and strengthen Johnnie Walker’s market leadership, a position it has held over the past twenty years. We are also confident that consumers will love the campaign and we expect at least 3,000 people joining each party,” said Mr.Isaress.
For more information about “Black Planet F1 Episode” campaign, please log on to www.blackplanetcitizen.com.
Issued on behalf of : Diageo Moet Hennessy (Thailand) Ltd
For further information : Rachadol Yingpisutt ([email protected])
Vararat Chevavichavankul ([email protected])
Ogilvy Public Relations Worldwide Limited
Tel. 0 2205 6612, 0 2205 6629