Diageo’s Johnnie Walker attenuated Scotch whisky cast is aiming to barter Hispanic-American macho consumers up to its Black Label alms with an aggressive new attack including advertising, assorted celebrity endorsements, contest and partnerships with arch accommodating organizations.
The “My Label Is Black” attack will affection three Hispanic-American celebrities: aloft New York Yankees catcher Jorge Posada; recording artist, philanthropist and administrator Don Omar; and New York radio personality Alex Sensation. The three spokesmen will arise in what Diageo is calling a “large-scale” ad attack and additionally host a alternation of customer events. Meanwhile, Diageo has partnered with altruistic groups Career Gear and SER, whose missions are committed to allowance Hispanics and added males “achieve bread-and-er abandon and ability through employment, apprenticeship and empowerment.” Diageo didn’t acknowledge to a appeal for animadversion this morning on the absolute calibration and account of the campaign.
The multicultural advance abaft premium-priced Johnnie Walker Black could advice alteration Hispanic macho consumers into Scotch’s college appraisement tiers from lower-priced labels Johnnie Walker Red and Buchanan’s. The closing has already had abounding success in cultivating the Hispanic audience, with its U.S. aggregate now aloft 200,000 cases. For its part, Johnnie Walker rose 1.5% by aggregate in the U.S. to 1.64 actor cases in 2011, according to Impact Databank, but it best up the clip in the 12 months through June, with aggregate up 9% and net sales leaping 18% (behind a 24% lift in Diageo NA’s Scotch business spend), suggesting able advance in the accomplishment to barter consumers up its cast ladder.
Tagged : Diageo, Johnnie Walker, spirits
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