Auchentoshan Scotch Whisky

Summary

Mission: Auchentoshan is a unique single-malt Scotch whisky produced exclusively in the Scottish Lowlands. Our goal is to capture a share of the spirits market in Taiwan, one of the top three whisky-consuming countries in the world. Our mission is to rapidly establish brand image and awareness so that consumers recognize Auchentoshan in the shortest possible time.

Strategy: We will use a Chinese name to make it easier for Taiwanese consumers to identify with the brand. Additionally, leveraging a well-known spokesperson will help us quickly build brand image and awareness. Since Auchentoshan is the only Scotch whisky that retains the triple distillation process, resulting in a smoother flavour, our communication strategy will emphasize that any moment or occasion is the perfect time to enjoy Auchentoshan. This approach will help us establish a unique identity distinct from other whisky competitors.

Result: The spokesperson strategy was successful, increasing brand awareness by 67% and achieving 670,000 online ad views.