Johnnie Walker::: Targeting Chinese-Canadians

BRAND OWNER:Diageo
CATEGORY :Drinks (alcoholic)
REGION :Canada
DATE :Jan 2008 - Feb 2008

Chinese-Canadians are a significant minority. They are also keen whisky drinkers – particularly as part of their New Year celebrations.
The challenge for whisky brands is that they prefer to be communicated to in their home language – adding to costs – at a time when many are still recovering from the expense of pushing their products at Christmas.
Research indicated that while this group liked the finer things in life – making it a perfect target for Johnnie Walker – they also love giveaways and value add-ons and actively seek out such offers.
Johnnie Walker created Fai Cheun stations inside the biggest Chinese shopping complex in Toronto to offer our own branded version of the red wall/door posters traditionally used to offer new years greetings in homes, stores and restaurants.
Consumers who arrived at our calligraphy stations were greeted by traditionally dressed models speaking Cantonese and Mandarin and given branded Fai Cheun.
They also had the chance to speak to a world famous calligrapher and get unique personalised Fai Cheuns on branded paper.
Finally they were given a chance to sample Johnnie Walker and green tea in a nearby liquor store.
Chinese-Canadians were happy to display the branded Fai Cheuns and the activity was covered by Toronto’s two largest Chinese dailies.
Twenty-three per cent of Toronto’s Chinese Canadian population participated in the promotion.
Sales via liquor stores grew 44% in January and February year on year.