Johnnie Walker is the number one scotch brand in the world. While sales were strong in Indonesia, a recent Diageo brand-tracking study revealed that the brand was not connecting with the new breed of whisky drinkers. Diageo needed us to tackle this problem, using the international brand purpose ‘Personal Progress’. The main challenge was how to translate this to the local consumer.
We decided to identify an aspirational public figure that embodied the brand purpose of ‘Personal Progress’. This icon could be used as the physical representation of the brand’s values. With her own mantra of ‘Dream, believe and make it happen’ international recording artist Agnez Mo was an obvious choice.
We used social media as our primary tool to reach our target audience and seeded an inspirational video featuring Agnez Mo talking about her journey to success. Harnessing the pulling power of Agnez Mo, we organised seven mega concerts in major cities across Indonesia. These were fully branded Johnnie Walker ‘hero’ events with Agnez Mo performing on the night.