Johnnie Walker

When investigating the opportunities for increasing Johnnie Walker consumption among the Chinese-Canadian community, Starcom found a New Years custom that aligned perfectly with the brand’s positioning as the scotch of choice for successful and accomplished consumers.

Culturally relevant TV, radio and print ads were the foundation of Starcom’s media plan, topped with a one-to-one brand experience that connected with consumers in their own language and culture. Starcom united the three linguistic subgroups of Chinese Canadians by leveraging a universally accepted Chinese New Year custom called Fai Cheun, in which red paper posters offer special greetings for wealth, good health, luck or success.

Starcom created two types of premium Johnnie Walker Fai Cheun, and distributed them inside Canada’s highest-traffic Chinese shopping complex, located in Toronto, conveniently adjacent to a liquor store. Shoppers were greeted by models who spoke about key Johnnie Walker attributes in Cantonese and Mandarin. They could also have a personal Fai Cheun created by renowned calligrapher Guan Sui Sheng, before scooting over to the LCBO for a free scotch and green tea tasting.

The Fai Cheun experience created a sensation in the community, and the event was featured in Toronto’s two largest Chinese daily newspapers. Consumers posted the advertising in their homes, stores, restaurants and businesses, promoting their personal connection with Johnnie Walker. Over 110,000 people – 17% of Toronto’s

Chinese-Canadian population – visited the calligraphy stations. For the Chinese New Year period, volume grew 44% and revenue grew 39% versus the previous year in Toronto’s key Chinese communities.