Angela Chang, Burn Stewart Taiwan's trade marketing manager, described the investment as significant, covering new packaging design and an extensive TV-led communications campaign.
In a departure from the category's reliance on premium imagery, Singapore shop 10AM Communications created a series of playful spots revolving around the antics of six colourful characters in an office. Running like a mini-series, the five spots capture the politicking, flirting and one-upmanship that feature in everyday office life. In 'Brownies', executives compete with each other to brown-nose the boss, but are trumped by the office's voluptuous secretary who enters bearing a glass of Supreme Leader. The campaign also introduces the theme of 'Gooood' -- mouthed by the satisfied boss as he savours the drink -- to communicate the quality credentials of the category leader in the standard whisky segment.
In a departure from the category's reliance on premium imagery, Singapore shop 10AM Communications created a series of playful spots revolving around the antics of six colourful characters in an office. Running like a mini-series, the five spots capture the politicking, flirting and one-upmanship that feature in everyday office life. In 'Brownies', executives compete with each other to brown-nose the boss, but are trumped by the office's voluptuous secretary who enters bearing a glass of Supreme Leader. The campaign also introduces the theme of 'Gooood' -- mouthed by the satisfied boss as he savours the drink -- to communicate the quality credentials of the category leader in the standard whisky segment.
"We needed a campaign that could endure and stand out from all advertising in the market. Another bottle and glass spot was never going to achieve that," said Rod Pullen, the former Batey regional head who runs Angostura Asia-Pacific, Burn Stewart's marketing and sales arm in the region. "This campaign seeks to engage everyday Joes in a way they can relate to." Chang said the mini-series format would enable the campaign to run for at least two years, with new executions added to the existing pool of TVCs.
As part of the relaunch, the brand updated its '60s era look, but retained its familiar gold colour and soaring eagle image on its packaging in an attempt to modernise the brand without losing its core customer base. "We took the essence of the brand in the market's mind and gave it a modern twist," said a spokesman for The Bonsey Design Partnership, a Singapore-based agency that handled the redesign.
"The Scottish Leader brand has hardly ever had any above-the-line communications support in its 10-year history in Taiwan," said Chang, noting that past efforts had been largely tactical or trade-based and focused on key selling periods such as Chinese New Year. The company has also invested in POS support for the more than 600 liquor shops across the market, which have helped the brand double its total volume since 2000. An online component, offering a 'landing pad' for consumers to explore the brand, will also launch shortly.
