The move follows the completion of Pernod Ricard's acquisition of key Seagram brands in December last year. The company said the acquisition of brands, including Chivas Regal whisky and Martell Cognac, had pushed it from fifth place in Asia to second in terms of volume sold, ousting Allied Domecq. Globally, the company now ranks third, up from its previous fifth position.
The main focus of the marketing campaign will be on the two former Seagram brands, Chivas Regal and Martell. Diageo's top brands are Johnnie Walker whisky and Captain Morgan's rum. TBWA will continue to handle Chivas and Martell.
The brands will most likely be pushed hardest in South Korea and China, due to the markets' large population and high consumption of whisky. Pernod Ricard is also eyeing Thailand and the Philippines, where Chivas trails behind Johnnie Walker Black Label.
As part of its strategy, the company will move its Asian regional head office from Japan to Hong Kong in June.
Sales of Pernod Ricard products in Asia are forecast to grow by six per cent this year. Asia is expected to contribute 20 per cent to worldwide revenue within five years, up from 12 per cent currently. In Thailand, Pernod Ricard will increase its promotional budget by 40 per cent from 200 million baht (US$4.6 million) last year to build brand awareness.
The focus will be mainly below-the-line, with marketing activities in night spots and other entertainment venues.
Most of Pernod Ricard's below-the-line promotions in Thailand are currently handled inhouse, although the company does work with CIA Media Innovations on a project-by-project basis.
