The agency, which also handles Diageo labels Johnnie Walker and Smirnoff, was awarded the account without a pitch. Singleton, which soft-launched in Korea and Taiwan last year, is being introduced to Asia as demand for higher-grade whiskies increases.
Targeting a younger, increasingly discerning crowd of whisky drinkers, BBH is developing a campaign that positions Singleton as a whisky for those who appreciate ‘the simple things in life'.
Above-the-line advertising is slated to roll out this year. Meanwhile tent cards, coasters and in-bar branding have been positioned in bars around the region.
"A pour of whisky can be a very personal experience, so our challenge is to create a simple campaign that appeals to drinkers on an emotional level. We will try to keep our executions simple and communicate the depth and richness of the brand," said Charles Wigley, chairman of BBH Asia-Pacific.
Across Asia, scotch consumption has experienced double-digit growth in the last five years, up by 11 per cent year-on-year in 2005.
While blended whisky labels such as Johnnie Walker still dominate sales, consumption of malt whiskies is on the rise as consumers choose a higher grade of scotch.
