Diageo Taiwan Triumphs: Double Honors at FMCG Asia Awards for Groundbreaking Innovation and Sustainability Leadership
The exceptional feat underscores Diageo Taiwan's unparalleled commitment to groundbreaking innovation and sustainability leadership
Diageo Taiwan, a global leader in the beverage industry, has proudly clinched two prestigious trophies at the FMCG Asia Awards, marking a remarkable achievement for its innovative products and groundbreaking campaigns. The awards, namely Product Launch of the Year - Taiwan for The Singleton Golden Trésor 13 Years Old Launch and Product Packaging of the Year - Taiwan for the Johnnie Walker Air-ink launch campaign, underscore Diageo Taiwan's commitment to excellence and creativity in the competitive FMCG sector.
Diageo, recognised as the #1 single malt whisky leader in the Taiwanese market, introduced the exclusive Deluxe SKU, The Singleton Golden Trésor 13 Years Old, in August 2022. This launch aimed to captivate a new market segment, specifically targeting the "Fun & Lively Moment at home" occasion. The strategy proved successful, achieving a market share of +2.5pts in the Malts Category and making it the fastest-growing new launch in 2023.
Diageo Taiwan further elevated the campaign's success through digital initiatives and influential social strategies. The campaign included a Line Announcement to engage with a broad audience, a Digital Takeover for a visually stunning online presence, a captivating 30" +15" TVC for television, OTV (Online TV) for the digital audience, Social Post to maximise reach, and Taipei DownTown OOH (Out-of-Home) for a physical presence in the heart of Taipei.
The launch's success was also amplified by Social Strategy for Influencer Content Pillars, addressing Spontaneous Brand Awareness, New Variant Awareness, Lifestyle and Occasion, and more. This comprehensive approach resonated with the target audience, establishing The Singleton as the brand of choice.
Diageo Taiwan further leveraged interactive formats like multi-pics, GIFs, and in-stream videos, setting a new standard for FMCG product launches. Notably, the 13Y Golden Tresor revitalised and premiumised the brand and exceeded its 5-year volume ambition within just 2 years, solidifying The Singleton's position as a brand crafted for enjoyment and innovation.
On the other hand, Johnnie Walker took sustainability to new heights with the launch of the Air-ink campaign. Partnering with renowned graffiti artist BlackZao and leveraging innovative ink from captured air pollution, the brand introduced the JW Black global limited-edition AIR-INK bottle in July 2023. This move aligns with the brand's commitment to sustainability and its philosophy of "Keep walking by keep making bold steps."
The distinctive communication strategy relied on digital platforms, using KOL native content, social viral marketing, and engagement to maximise awareness and trigger collection with minimised investment. The limited-edition bottles were made available exclusively through online pre-orders, selling out within three weeks, showcasing a distinctive "road to market" strategy.
Key highlights of the campaign include a visually stunning AIR-INK OOH event with a unique illusion installation art at HsinYi District (Taipei 101 area) to drive awareness, and setup a “JW Black AirInk Bar” for a massive trial on Black liquid during summer. The campaign's success extended to social media, driving over 14 million social influences within a week.
Diageo Taiwan's double victory at the FMCG Asia Awards reflects its dedication to product innovation and packaging excellence and solidifies its position as an industry leader committed to sustainability and responsible business practices.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
