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MACALLAN

Launch & Maintenance campaign "Lucky in Every Drop"

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BACKGROUND

The Vietnamese Lunar New Year limited edition of A Night on Earth is a gift that brings "Lucky in Every Drop" to share the happiness of Vietnamese gathering in the new year, with the unique Scottish New Year's spirit.

STRATEGY

  • To highlight cultural convergence through localized materials
  • To create a brand halo effect for Michael and Michelle, David
  • To build brand awareness and saliency
  • To encourage the purchase of A Night on Earth as well as entry-level expressions.
  • Leverage the e-magazine to make Macallan image more alluring and trendy.

    100% media coverage as planned on luxury top tier media channels.

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