By Ryu Jin
Staff Reporter
``Imperial,’’ the best-selling whisky brand that has been in top place in the South Korean market for more than a decade, aims to maintain its lead with a new look and strengthened consumer protection policy.
Jinro Ballantines, the South Korean unit of Pernod Ricard, said Friday that it will launch this week ``Imperial 17,’’ which maintains the smooth taste and legitimacy of the super premium whisky.
Imperial’s new look features a bold, confident exterior to enhance the brand image as a successful, magnetic and masculine brand. While the new ``Imperial 12’’ was already released on May 28, the new ``Imperial 17’’ is to be distributed in the market from June 12.
In particular, the new Imperial presents a different kind of ``product guarantee’’ device, called OK Mark (Original Keeper Mark), in addition to its famous ``Keeper Cap.’’
When the laser-printed four-digit number on the cap and cap sealer of each bottle matches the last four digits of the 10-digit product code on the label, the bottle is guaranteed to be genuine Imperial, according to Jinro Ballantines.
Imperial has maintained its lead on the domestic whisky market for 13 consecutive years since its launch in 1994 and has led changes through the past decade to meet consumer needs with the introduction of various protection devices and promotion and advertising campaigns.
``We think we have done well, but one can never stop,’’ Anthony J. Budd, marketing director of the company, said in the press conference to launch the Imperial renewal. ``A leader cannot stop.’’
He added that Imperial would launch a new advertising campaign beginning in mid-June to support the newly designed bottle. Jinro Ballantines also plans to launch promotional events and other massive advertisement campaigns through the Imperial Web site (www.imperialfollowme.com).
``Since consumers look for more of an emotional connection to their whisky brand, we will focus on the activity that appeals to them through the launch of the new bottle design and the introduction of advertising campaigns using celebrities who match Imperial’s brand image as a pioneer and a leader,’’ Budd said.