Diageo Korea secures two accolades at FMCG Asia Awards 2025

The company’s luxury tequila and immersive pop-up campaigns engaged Seoul’s creative and nightlife communities.

Diageo Korea earned recognition in the Lifestyle Campaign of the Year - South Korea and Pop-Up Experience of the Year - South Korea categories at the FMCG Asia Awards 2025 for its Don Julio Por Amor Por Seoul and Johnnie Walker Black Squid Game Edition launch campaigns.

Held in September 2024 during Frieze Seoul, the Don Julio Por Amor Por Seoul campaign aligned Don Julio with one of the country’s leading art and design events. The Por Amor concept, “If not for love, then for what?” was expressed through curated experiences that reflected the brand’s focus on heritage and technique. Instead of acting as a sponsor, Don Julio embedded itself within the week’s creative setting, becoming part of the wider cultural activity.

The Por Amor Pop-Up spanned three floors and merged art with brand storytelling. Visitors moved through spaces that connected tradition and innovation before reaching a 1942 rooftop gathering attended by 600 guests from the fashion and arts sectors. The venue, co-developed with international model Sora Choi and her partner, integrated tequila, style, and design within a local context.

Beyond the exhibition, the campaign reached the city through a mix of digital promotion, earned media, and on-trade participation. The #WhatsYourPorAmor challenge encouraged user interaction, whilst 20 prominent Seoul bars introduced Don Julio cocktails during the campaign period. The activation delivered measurable outcomes: 242 million media impressions, a 200% sales increase year-on-year, and more than 10,000 Kakao followers within 30 days.

Through Por Amor Por Seoul, Diageo Korea advanced Don Julio’s position in Korea’s premium spirits market, linking brand identity with contemporary culture.

Meanwhile, the Johnnie Walker Black Squid Game Edition launch campaign aimed to attract premium and next-generation whisky drinkers through a collaboration between Johnnie Walker Black Label and “Squid Game,” a globally recognised South Korean series. This partnership introduced a distinctive bottle design and a connected marketing programme featuring a pop-up installation, influencer engagement, and the first customer relationship management (CRM) rollout for the brand in the Asia-Pacific region.

The Seongsu “Door-to-Seongsu” pop-up reimagined whisky retail as an interactive experience. Visitors engaged in Squid Game–inspired challenges and product tastings, whilst an integrated system linked online engagement with on-site participation. The collaboration with GS25’s flagship store in Seongsu strengthened the campaign’s retail visibility and drove consumer trial within a cultural hub known for its creative energy.

The activation achieved measurable results. The pop-up recorded 12,328 visitors and 4,004 tasting interactions over ten days. The gamified CRM attracted 26,931 participants with a 3.32% conversion rate, exceeding the typical 1-3% industry benchmark. Media reach climbed to 223 million impressions, a 160.82% increase from the initial plan, marking Johnnie Walker Black Label’s highest engagement level in the previous year.

The success of this initiative demonstrated the value of integrating cultural collaboration with data-driven marketing. Diageo Korea strengthened Johnnie Walker Black Label’s presence amongst younger consumers whilst sustaining its premium positioning within South Korea’s whisky market.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].