Luzhou Laojiao, one of China’s oldest baijiu brands, has appointed F5 as its creative agency following a pitch held between six different agencies back in May.
The agency will spearhead creative and integrated marketing communication services for the alcohol brand.
Luzhou Laojiao originated in Luzhou, Sichuan Province, also known as China’s wine city. The brand has been actively embracing market changes and exploring innovations while aiming to stay true to its artisanal style. It has also been actively seeking innovations and breakthroughs in products and marketing methods.
The agency is committed to continuing to focus on the history of the brand while injecting new elements and energy into it.
“Liquor is an important consumptive category. Luzhou Laojiao is a leader in the Chinese liquor industry. We are very proud to have been able to obtain this business. F5 has both the confidence and ability to make the flagship products of Luzhou Laojiao even more accepted and loved by more consumers,” said Adams Fan, Chief Creative Officer at F5.
The campaign will officially launch in China during Mid-Autumn festival 2021.
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