EMW Global brokered a partnership between football legend Lionel Messi and Chishuihe, a relative newcomer to the premium baijiu market. This wasn’t just another celebrity endorsement; it was a strategic move that allows Chishuihe with baijiu heavyweights like Maotaidominated by industry giants like Maotai. The strategy of this partnership lies in leveraging Messi’s global appeal to catapult Chishuihe into the limelight.
Messi himself announcing the release of a limited signed baijiu liquor through a video ad, broadcasted on CCTV, China’s state television.The limited 6-bottle case, limited to just 10,000, featuring Messi’s printed autograph, added an exclusive touch for the ultimate fans. The impact was immediate and far-reaching, with the Weibo sphere lighting up with 480 million views, buzzing about Messi’s endorsement of Chishuihe.
Our role at EMW Global, included talent brokering & management along with a comprehensive delivery of rights. This included a filming day for the launch ad, engaging social content creation, and a streamlined approval process.
As we reflect on this campaign, the full impact on sales continues to unfold. However, the initial response has been overwhelmingly positive, showcasing our ability to create innovative, impactful marketing strategies, especially within the complex landscape of the Chinese market.
