F23 JWBL Brand rejuvenation IMC campaign

In order to achieve the brand rejuvenation for Johnnie Walker Black Label in Mainland China, the campaign focused on the insights and drinking preferences of young consumers under the theme of “黑牌很棒”(Black Label is Awesome) to empower JWBL Highball as a positive symbol. It leveraged the influence of the celebrity via creative visual assets, livestreaming, GWP production etc. and cooperated with KOLs across fields and the sporty circle to communicate on Douyin, Red, WeChat and Weibo platforms with diversified contents. The campaign successfully gets a great performance on marketing communication result and the followers increase of official accounts.