Taiwan alcohol monopoly breaks second TV spots

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TAIPEI--In what will be only its second TV commercial ever, the Taiwan Tobacco & Wine Monopoly Bureau (TTWMB) has signed up popular singer Emil Chou to promote the bureau's newest products. The $1.1 million campaign will support the bureau's Jade Spring Red Wine, Jade Spring Plum Wine and Jade Spring Sake, a TTWMB spokesman says.

TTWMB, which had long spurned paid advertising, ran its first TV campaign in 1998. That commercial featured popular local singer Wu Bai plugging the virtues of Taiwan Beer.

Taiwan Beer, which over the previous several years had been consistently losing market share to imported competitors, saw its sales rebound by 19.9% during the second half of last year as a result of the ad campaign.

Copyright March 1999, Crain Communications Inc.

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