Beam Suntory is a world leader in premium spirits producing renowned bourbons, Japanese whiskies, single malt scotches, tequilas and cognac. Key brands under its portfolio include Jim Beam, Auchentoshan, Roku Gin, Maker’s Mark, Strong Zero and Horoyoi.
Beam Suntory wanted to disrupt the traditional whisky perception of Auchentoshan by making it a drink accessible to the younger audience and to be enjoyed in everyday celebratory moments.
Alcohol advertising has traditionally been offline, featured in magazines, billboards, TV programs or on-premise placements in bars and clubs. How to successfully bring this type of advertising online? On top of that, there are varying levels of alcohol restrictions across APAC markets.
The awareness campaign was a success. Over the course of 3 months, it achieved 165% uplift in sales volume and 7.5X increase in click-through-rate.
“The Auchentoshan campaign was a huge success for us. We’re so happy to have partnered with M&C Saatchi Performance – their extensive digital media knowledge, ability to convert insights and market research into action, attention to detail and capacity to optimize campaigns truly made a difference. We look forward to achieving even greater results together!”
