Diageo has recruited Taiwanese singer Yoga Lin to feature in an advert for its The Singleton single malt scotch whisky in Asia Pacific.
The spot (below) is the centrepiece of a broader campaign, titled ‘The Singleton Unplugged’, which kicks off “ahead of the busy Lunar New Year season”, the brand owner said. While details of the full suite of assets were not immediately available, a “one-off live and unplugged” show by Lin has been scheduled for early December in Taipei.
The next Lunar New Year lands on 6 February, with the festival running until 20 February.
“Yoga is a multi-award-winning ‘Mandopop’ singer-songwriter and an all-round nice guy,” said Diageo’s global head of luxury whisky, James O’Connor. “It was a joy to work with him and his team, who made time in his busy tour schedule this summer for a shoot with us … .
“The campaign invites us to leave behind the noise and distractions of everyday life, step ‘into the moment’ and reconnect with those closest to us. With a glass of The Singleton, obviously.”
In July, Diageo unveiled a packaging refresh for The Singleton, which, a month later, was confirmed as one of the group’s three single malts – along with Lagavulin and Talisker – to be its focus globally moving forward.
Speaking exclusively to Global Drinks Intel last month, global category director for whisk(e)y & luxury Julie Bramham added further details to the prioritisation approach. “We have a load of regional focuses, as well as (single malt) brands at the very top end – such as Brora and Port Ellen – that we’ll continue to invest in and grow,” Bramham said. “They’ll be important pieces of the portfolio.
“Our message … is about focus. We’ll certainly be leveraging the full portfolio, but it won’t all necessarily happen globally. Mortlach has a stronghold in some Asian markets, for example. We’ll absolutely keep going with the brand there.”
