A good knowledge and insight into its consumers has been a primary factor in the successful launch of Diageo’s various brands, says the company’s South East Asia marketing director, Siew-Ting Foo.

Speaking at the Festival of Media Asia Pacific in Singapore, Foo discussed some of the key techniques for taking a global brand and making it appeal to the regional consumer across Asia.

“We have learnt a lot launching brands by having insights into the consumer,” said Foo.

“You must have an understanding of the consumers and local insight in depth,” she added.

Using one of their most famous brands – Johnnie Walker whisky – as an example, Foo described it as a brand that’s “based on an insightful universal truth.”

“We believe that connecting in culture is critical,” said Foo.

As part of the plan to bring Johnnie Walker to Asia, Diageo created the ‘Johnnie Walker’ house, a “rich immersive experience to bring alive the whisky culture.”

From here they were able to create a world of luxury whiskies, bringing value from innovation. They could tap into local culture insights to create innovative limited edition merchandise for festive periods.

“Engaging local influencers to drive advocacy in Asia is also quite important,” said Foo.

“I am a firm believer in boldness and creativity – to engage culture connection starts from within.”