Diageo Taiwan brings home FMCG Asia Awards 2024 for The Singleton Frozen Campaign

The Singleton 13 Years has the strong potential to continue driving brand distinctiveness and haloing to other core variants.

Beverage product leader Diageo Taiwan received the Campaign of the Year - Taiwan category win at the prestigious FMCG Asia Awards 2024 for The Singleton Frozen Campaign which aims to build the frozen serving of its whisky product The Singleton Of Glen Ord 13 Years Single Malt Scotch Whisky (SGT 13Y) as a trend-leading ritual and to challenge the common perspective that whisky is only suitable in cold weather.

The campaign features three growth pillars, with the first aiming to maximise brand awareness and distinctiveness via the Frozen-serving communication. The key message is to emphasise the USP “Sauternes finish” to elaborate why SGT 13Y is the most suitable choice for the frozen serving.

It also encourages exploration and deepens brand consideration via thorough digital and social activation. This includes media content co-op with lifestyle titles and key opinion leader collaboration, not only to embed the lively, upbeat occasion but also to further elaborate the appealing flavour of the SGT 13Y frozen serving.

Lastly, its pillars drive consumption and talkability via large-scale liquid-on-lip experiential programmes. The through-the-line communication included brand-own pop-up stores, consumer event sponsorships and on-trade channel co-op to elevate the brand experience through frozen serving at the most receptive moments.

The campaign, which ran from July to October this year, showed a promising impact on the total Singleton brand. The brand gained a share in the highly competitive marketplace and the campaign brought about a historical high awareness and trial rate of the SGT 13Y.

“We strongly believe that this campaign not only drove the distinctiveness of the total Singleton brand, but l also made a real positive impact on our business,” Diageo Taiwan’s Marketing Director Vickie Chang commented.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].