Cocktails are still a relatively new concept for the Chinese market. Spirits have always been seen as a hard liquor and not really as a fashionable alternative to wine or champagne. A challenge for Pernod Ricard’s brand development in China that our sister agency Tomorrow was assigned to tackle.
So, to manifest expertise and promote cocktails as a drink alternative Tomorrow created ‘Ask Jerry’. A a neutral platform that educates new cocktail lovers and serves bartenders (Pernod Ricard owned, but not perceived as a Pernod Ricard commercial platform). They brought cocktail expert “Jerry” to life, giving him his own unique personality, a personal communication platform on WeChat and Weibo and then made him magically talk to his fans.
Jerry was born in late Q3 2016 and has been excepted by the elite mixologists to new cocktail consumers. He not only keeps everyone up to date on what’s happening, introducing new cocktail recipes, you can also order Pernod Ricard’s spirits directly via WeChat to make cocktails at home.