Revitalizing Johnnie Walker's Brand Image in Indonesia
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case is Johnnie Walker, the world's number one scotch brand. Despite having strong sales in Indonesia, the brand was struggling to connect with the new generation of whisky drinkers in the country. The brand's international purpose of 'Personal Progress' was not resonating with the local consumers, leading to a need for a new strategy to enhance the brand's appeal and relevance. Johnnie Walker needed a solution that would not only maintain its strong sales but also strengthen its brand image among the new breed of whisky drinkers.
The Challenge
Johnnie Walker, the world's leading scotch brand, was facing a challenge in Indonesia. Despite strong sales, a brand-tracking study by Diageo revealed that the brand was failing to resonate with the new generation of whisky drinkers in the country. The international brand purpose of 'Personal Progress' was not translating effectively to the local consumer base. The primary challenge was to find a way to make this brand purpose meaningful and appealing to the Indonesian market.
The Solution
To address this challenge, the decision was made to identify a public figure who embodied the brand purpose of 'Personal Progress'. This figure would serve as a physical representation of the brand's values. International recording artist Agnez Mo, with her mantra of 'Dream, believe and make it happen', was chosen for this role. A social media marketing strategy was then implemented, using an inspirational video featuring Agnez Mo discussing her journey to success. This was complemented by seven mega concerts in major cities across Indonesia, fully branded as Johnnie Walker 'hero' events with Agnez Mo performing.
Operational Impact
Quantitative Benefit
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