Adapting to a new normal: Pernod Ricard Malaysia MD shares lessons learnt during pandemic

This post was sponsored by Pernod Ricard Malaysia

Benny Tsang started his new role as MD of Pernod Ricard Malaysia in the midst of the COVID-19 pandemic, a time when all of us were still learning to live under lockdown and finding new ways to sustain our businesses. In this exclusive Q&A, Tsang (pictured) shares how the company took on the challenge in stride and found ways to thrive in the digital realm.

What is your definition of great advertising/marketing nowadays?

Tsang: Great marketing is all about connecting with our target audience by capturing attention and providing USPs that are retainable.

The rise of digital has allowed us to better engage with the target audience, but innovative content is key in order to stand out. Besides that, usage of multiple media platforms with targeted demographics is crucial in reaching the right target audience

Consumers are already on the fast track towards a digital-led lifestyle and the changes in consumer behaviours will only evolve further, therefore great marketing in this era is also about having foresight, innovation, automation and consumer centricity.

What campaign are you most proud of and what was most memorable about it?

Tsang: One of the more recent campaigns was the Martell Noblige Standout Swift campaign, which focused only on digital for a duration of six months, combining different social media platforms and influencers. This campaign successfully garnered a reach of 7.6 million within our target audience and more than one million in terms of engagement.

This has translated to total awareness for Martell while improving in "convince" and "consumption" by two points for Martell, which is part of the strategy to rejuvenate the brand image.

Another highlight would be the launch of our Bar-United platform. As a company committed to creating convivial moments, as well as a more sustainable industry, we have been creating new ways to continue working towards our mission in a responsible way. During the pandemic, businesses have needed to adapt and develop new ways to engage with their audience, which is how the idea of Malaysia’s first virtual bar – Bar-United, came about.

Bar-United is a digital platform that not only connects people while they are apart but has also brought together the local bar industry at a time when support is crucial. Built on Chivas’ belief that “Blended is Better”, Bar-United was developed to support the local food and beverage and entertainment industries heavily impacted by COVID-19 through collaborations with local bars and talents to create a blend of experiences that encourages guests to meet virtually, play games together, order food and drinks and even make new friends.​

What was an important learning lesson you gained during the pandemic?

Tsang: The pandemic resulted in the closure of F&B and entertainment outlets for an extended period – with these being our main channels pre-pandemic, it was crucial for us to adapt our game plan. I’m proud that our team has managed to be agile and swiftly shift our focus to other channels such as e-commerce and direct consumers to soften the impact of the pandemic

If the upheaval of the pandemic has proved nothing else, it’s that flexibility, creativity and speed are the crucial indicators and we need to get comfortable with uncertainty. Creativity is no longer just about marketing ideas but also about solving real-life problems and that’s where we need to communicate clearly and authentically especially in this era of disinformation. Customers’ expectations continually increase and we need to better understand the path to purchase -- therefore it’s no longer just about channelling focus, but also how we can improve the omnichannel ecosystem.

What are you most excited about for 2022?

Tsang: We’ve got a very exciting line-up for 2022, especially with a few new products launching.

For Martell, we have the rare and limited Martell Ultra Prestige range targeting avid collectors. For champagne, we will be bringing in exclusive SKUs to complement our existing prestige offerings. For wine, we will be introducing some new labels targeting both entry-level wine drinkers as well as the more seasoned wine connoisseurs.

We are also looking forward to hosting more experiential experience events – with more and more consumers open to exploration and seeking experiences for wine and spirits appreciation, this type of events are key to building brand affinity and educating consumers on our wide product range. However, digital initiatives will also continue to play a vital role in all our campaigns and promotions.

With the pandemic restrictions gradually easing, we can’t wait to bring a few exciting launches to life across our various brands.

For Chivas Regal, we have two legendary houses, Chivas and Balmain, joining forces to drop an exclusive, limited-edition Balmain x Chivas XV collection that brings a Parisian savoir-faire to Chivas’ 15-year-old blended Scotch, in the form of limited-edition bottle designs, developed by Chivas in partnership with Balmain creative director, Olivier Rousteing.

On the other hand, Royal Salute, the master of exceptionally aged Scotch whisky will also be bringing you the first release of its Couture Collection; a new line of collectible whiskies celebrating cutting-edge creativity in fashion with the inaugural expression designed in collaboration with a rising star in the British couture fashion scene, Richard Quinn. The collaboration between Royal Salute and Richard Quinn is rooted in a shared desire to push their craft beyond expectation, notably from Her Majesty Queen Elizabeth II, honouring his work with the prestigious Award for British Design in 2018.