Johnnie Walker Taps Chinese Artist Ma Liang For Moon Festival Campaign

Ma Creates Special Packaging For Mid-Autumn Festival

Photographer Ma Liang (Image: DamnDigital)

Having previously partnered with Chinese director Jia Zhangke on two installments of its “Yulu” (Words of a Journey) campaign as well as fashion designers Jenny Ji and Xander Zhou, writer Han Han and artist Pan Jianfeng, whisky brand Johnnie Walker is no stranger to localized marketing campaigns and limited-edition products for the China market. This week, in celebration of the upcoming Mid-Autumn Festival, Johnnie Walker unveiled its latest artist collaboration, a set of limited-edition gift boxes designed by photographer Ma Liang (马良).

Accompanied by an ad campaign (also painstakingly arranged and shot by Ma) that brings together Johnnie Walker’s iconic “Walking Man” and Chang’e (嫦娥), the mythical Chinese moon goddess, DamnDigital notes that Ma’s collaboration includes limited-edition boxes for Johnnie Walker Red Label, Gold Label, Black Label, Platinum Label and Blue Label, each of which includes a free gift ranging from a silver flask (Platinum Label) to a set of tumblers (Black Label).

As Lawrence Law, brand director at Moët Hennessy Diageo, told Jing Daily last year at the Johnnie Walker House in Shanghai, localized packaging and limited-edition items are an integral part of the brand’s marketing strategy in China, which is designed to elevate consumer perceptions of the brown spirit:

We’re doing our part to change the premium image of Scotch as a whole in China, and we’re changing our packaging for this market as well, even for our standard Scotch bottles and packaging. If you look at our 1910 limited edition, the bottle is standard but the box is special. We also have changed our Blue Label bottle to make it heavier and weightier, because these are luxury cues we know the Chinese consumers want.

If we keep using standard packaging, it’s not going to work in China. This helps us reposition our products in the luxury space according to luxury trends in China.

Johnnie Walker x Ma Liang

Johnnie Walker x Ma Liang

Johnnie Walker x Ma Liang

Each package includes a free gift (Image: DamnDigital)


Art & Design, Market Analysis, Marketing