The assignment will include above-the-line, focusing on print and OOH, and below-the-line advertising such as on- and off-trade collateral.
Roy Soetanto, MD of DDB Taiwan said: “Strategically, we have been able to come up with a messaging strategy by incorporating local insights that evoke the Absolut brand values - boldness and innovative.
Roy Soetanto, MD of DDB Taiwan said: “Strategically, we have been able to come up with a messaging strategy by incorporating local insights that evoke the Absolut brand values - boldness and innovative.
“Our creativity is also able to optimise and expand the creative use of their core visuals developed internationally by their worldwide agency TBWA. Our challenge is to expand the basic visuals into different contact points, and extend to different target audiences and occasions.”
Absolut’s incumbent agency was Ideata, an affiliated Taiwanese agency of TBWA, which did not join the pitch.
“Absolut Vodka is the market leader, though there is still a stronger whisky and cognac drinking culture in Taiwan, our key challenge is how to make the vodka segment more interesting and capture the local drinkers,” added Soetanto.
Separately, DDB Taiwan has also won Wrigley’s annual digital assignment for Airwaves chewing gum, after a pitch against local internet agency Milan and previous incumbent Leo Burnett.
