Idea
Johnnie
Walker briefed us to revitalise their Red Label variant, creating a big
idea that could live across in bar activity, comms and digital
platforms. We started with the taste of Red Label itself – a bold,
characterful whisky with a strong flavour profile. From this we
developed the Adventure in a Glass programme.
Experience
For
the on trade, we created a "Taste Adventure" which brought the profile
of Red Label to life in a dramatic way, by demonstrating to consumers
that the unique blend of whiskies within Red Label created the same
kind of mouth feel as combining strawberries and black pepper, or
chillies and chocolate. This taste mentoring experience was placed at
the centrepiece of communications and promotions throughout the outlet.
Content
The
Adventure in a Glass idea was developed online so that it could reach a
broad mass of consumers. It is now live in Brazil and rolling out to
other Johnnie Walker markets. In Greece a series of radio features and
print magazine inserts brought the idea to life through mass media.
Results
Adventure
in a Glass has driven large increases in both volume and brand health
scores across major Johnnie Walker markets. It has created a new way
for trade teams to engage outlets, securing much higher visibility for
the brand.
"Adventure in a Glass is the dramatic comeback of the Red Label brand in the on-trade" – Johnnie Walker Brand Manager, Greece