Johnnie Walker, the world’s number one blended Scotch whisky brand (IWSR 2018) celebrates 200 years worldwide and makes history as Thailand’s longest standing top-of-mind alcoholic beverage brand with accolades such as Hall of Fame and Thailand’s Most Admired Brand 2020 from BrandAge magazine for the 20th consecutive year.
Previously, Johnnie Walker received seven prestigious awards from IWSC (International Wine & Spirits Competition 2019), among them are give gold awards and two silver awards, as the world’s number one best-selling whisky brand with presence in 180 countries around the world. After 200 years in the market, Johnnie Walker recently received Thailand’s prestigious awards: Thailand’s Most Admired Brand 2020 for the 20th consecutive year and the magazine’s ultimate accolade, Hall of Fame.
Jarinee Wongkamthong, Marketing Director at Diageo Moët Hennessy (Thailand) enthuses about this recognition that, “Having a strong brand, premium quality products, convenient distribution channels and marketing communication that effectively resonates with the consumers are key factors that make Johnnie Walker a top-of-mind whisky brand for a long time. Since the launch, we have strategically positioned the brand and successfully communicated the characters of the brand with Keep Walking concept that encourages people to move forward and becomes an inspiration for people all over the world with the iconic brand identity of the striding man. Most importantly, we constantly build the brand with marketing campaigns that resonate with the changing behaviors of the consumers and at the same time stay true to the brand’s DNA. We believe that this is what makes Johnnie Walker the world’s most revered and popular blended whisky brand.”
Thailand’s Most Admired Brand is a survey of brand credibility that leads to purchase decision by BrandAge magazine and Thailand’s top academic institutes in every region to determine top-of-mind brands across diverse product categories. The Hall of Fame award is given to a brand that maintains the position of Thailand’s Most Admired Brand for more than 10 years with the highest market share in its own market, constant marketing innovations and significant growth in the business. The Hall of Fame for Johnnie Walker is the statement of successful brand building and quality maintenance of the products that make it the number one top-of-mind brand in Thailand.
Diageo Moët Hennessy (Thailand) has so far launched numerous marketing campaigns for Johnnie Walker to attract Thai consumers. Among the campaigns was WALK Festival, a music, art and taste festival under the slogan “WALK Thai Further”, that delivered new experiences to the target consumers with new interpretation of being Thai in Khon Kaen, Chiang Mai and Bangkok. Johnnie Walker also worked closely with HBO’s “Game of Thrones” series in a sensational global campaign that include activities such as the phenomenal White Walker by Johnnie Walker, Johnnie Walker A Song of Ice collection presented in packaging that feels like a wolf’s fur and Johnnie Walker A Song of Fire collection in engraved bottles that give the sensation of dragon’s scales that revolutionized the technology of packaging. As for product line, the past year saw Diageo Moët Hennessy (Thailand) launching Red Label and Black Label in the new 20cl bottle, Pocket Scotch, that gives more modern feel and caters more to the changing behavior of the consumers. True to its Keep Walking philosophy, Johnnie Walker is truly a brand that never stops moving forward.
“To stay on top of the consumers’ mind, we abide by these three aspects. One is disruption that is crucial to a brand to become a market leader. Secondly is consumer focus where you connect and communicate with the consumers. And the last aspect is consistency. There are the keys that keep us in the number one position. In 2020, Johnnie Walker will continue to launch marketing campaigns with focus on relevant marketing communication that connects the brand with the consumers. This year is Johnnie Walker’s 200th anniversary and we have a global grand celebration to be launch mid-year with slightly different details in each market,” Jarinee says.
Gaining success is hard, but maintaining it is even harder. Johnnie Walker is adamant and determined to deliver unique and special experiences to consumers in Thailand and all over the world, inspiring the world the keep walking together. Find out more about Johnnie Walker at www.johnniewalker.com
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Diageo Moët Hennessy (Thailand) Ltd (DMHT) is the leading importer and distributor of premium wines and spirits in Thailand. Responsible corporate citizenship is a key element of DMHT’s business philosophy. DMHT strives to ensure its business and products appropriately balance the company’s commitment to act responsibly and the right to trade freely. This commitment is reflected in its corporate ethics and governance, relations with employees, customers, consumers, suppliers and communities, as well as health and safety policies and environmental policies.
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Diageo Moet Hennessy (Thailand) is the leading importer and distributor of world-leading premium alcohol products. You can visit www.DIAGEO.com for more info. Being part of good corporate governance, DMHT takes responsible drinking seriously. To find out more about responsible drinking, please visit www.DRINKiQ.com
