The communications platform, which revolves around the Likewater.cn blog, is a significant step up for Pernod Ricard brand Wyborowa, which last year focussed on relatively small-scale messaging surrounding new product launches.
Developed by Nurun China Interactive and Jellymon, it is aimed at tapping into a growing desire in China to portray a more hip, youthful image, and is specifically targeted at 18-25-year-olds, and eschews traditional advertising in favour of events, advertorials, word of mouth and partnerships with underground magazines in China.
“We wanted to show Wyborowa’s support for the blossoming urban culture in China in a more tangible way than just using graffiti artists in their shows, using a rapper at a concert or talking with a New York accent,” said Nicolas Zurstrassen, director of strategy, Nurun China Interactive.
“The online strategy is focused on the knowledge that our audience is slightly impervious to traditional marketing and is sick of being just the backdrop to a broad variety of brands trying to co-opt them,” he said.
“Wyborowa is about helping young artists, designers and fashion leaders show that they understand Chinese urban culture and to provide support for these leaders in talking to each other and others.”
Publicis handled offline events, while Jellymon was a key driver in evangelising the blog and sourcing talent.”
