Diageo appoints Red Brand Builders for activation

In partnership with local Diageo brand teams, Red will be tasked to develop local brand activation programs for a range of Smirnoff and Johnnie Walker variants with activities in HCMC, Hanoi and other key cities.

Red’s appointment follows the partnership started with Diageo earlier in the year with the nationwide launch of Johnnie Walker Gold Reserve through the ‘Unlock special gold’ activation program.

The next programme to run will leverage the Smirnoff Black link with the new James Bond movie - Quantum of Solace.

Red will be one of a few key partner agencies working with Diageo, including Edge Marketing.

Marc Gough, chairman of Red, said: “Despite the current cautious market outlook, the local is economy is still predicted to grow by 6.5 percent. There’s considerable new wealth in Vietnam, with two-thirds of urban Vietnamese believing they will earn more in the coming year according to TNS. Our clients are staying focused on the future potential of their brands to gain a share of this.”