Talisker Boathouse in Goseong pop-up store

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Diageo Korea
South Korea
Creative Services
Digital Marketing
Event Management
Print, POSM & Promo Product Sourcing
Video Production

While competitors stuck to the traditional Seoul-centric playbook, Diageo Korea charted a bolder course with its first-ever Talisker pop-up store in South Korea. Anchored in the whisky brand’s rugged coastal heritage, PMG Asia Pacific’s disruptive brand awareness campaign made a big splash, creating a uniquely authentic experience that left whisky fans anticipating Talisker’s next move.  

Exceeding client's expectations, our Korea team’s strong delivery enhanced Talisker’s market impact, leading to more rewarding partnerships with Diageo.

Highlights
>3mil
organic channel reach
Docking our distinct pop-up Boathouse in Geonjin Beach, we ensured our target Gen MZ market connected with Talisker’s wild, adventurous spirit as we brought its “Made by the Sea” story to life with dynamic retail activations: from whisky tastings, food pairings and Earth-friendly branded merchandise (developed with a popular camping brand) to beachcombing.  

Attendees excitedly shared their brand experience online, leading to over 7,000 Naver searches for ‘Talisker’ on launch day, exceeding client’s KPIs.
43%
increase in SNS followers
We transformed Boathouse visitors into brand advocates. Our steady stream of scroll-stopping posts, from pre-launch to event highlights, sparked online convos, while interactive photo spots on-site fueled user-generated content, with over 7,690 Instagram mentions.
700+
organic reviews
We partnered with Esquire and actor Lee Ki-Woo to create viral videos that resonated with Talisker's adventurous image. Our strategic online promotion and media advertising combo resulted in over 700 organic reviews on different platforms including Naver, YouTube and Instagram. This expanded our campaign’s reach beyond whisky fans to fashion and travel enthusiasts.
A rustic bar with wooden countertops and barrels, perfect for socializing and relaxation.
A bottle of Talisker whisky paired with a chic case, highlighting a premium lifestyle choice.
Two soap bars and a small pouch imprinted with Talisker Made by the Sea: Boathouse in Goseong.
Actor Li Ki-Woo stands in front of a bar counter that says Talisker Made by the Sea: Boathouse in Goseong, featuring Talisker whiskies.
Esquire Korea's Instagram post of actor Li Ki-Woo holding a bottle of Talisker whisky.

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