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Objective

Introducing New Whisky to humanize the brand that speaks with a language that young people understands

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Challenge

With people's perception on Whisky as an adult liquor image, how do we introduce the new product line that communicates to younger audience with the language they can understand.

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Insight

Occasion are meant for everyone regardless of any ages, and younger adults are more attracted how Glan Master can emphathize with them in any occasions.

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Execution

With so many whisky brand in the market that talks about manhood, success, and friendship that can indirectly apply pressure to the younger adult, we decided to approach with more "down to earth" and "younger vibe" with cheeky quote and more light hearted campaign for the youth. Inspired from "Jiang Xiao Bai", the most trendy spirit brand in China, we decided to humanize Glan Master with quotes that any youth on internet can relate and understand. To further sustain it, we created weekly quote request on Facebook for fans to submit quote about different topics ranging from relationship to comedy.

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Outcome

The campaign quickly became an internet phenomenon not because of the whisky profile and feature, but because there is finally a whisky brand that connects with the younger audience even for the netizens in Myanmar. The online campaign was so successful that it was applied on offline where the quotes were used as neck tags in the market. We were able to generate up to thirty thousands quotes online and the neck tags were still being printed today and were distributed nationwide.

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Result

• First ever campaign by whisky brand to have quotes made from the internet for the younger audience

• Over 30,000 quotes were submitted from the fans around Myanmar

• Neck Tags were printed on the whisky due to the contribution of online campaign success

• Glan Master became top of mind whisky brand for creative, and unique campaign in the category