Johnnie Walker looked to Wunderman to establish a digital presence for the brand’s field marketing program, which involves hosting educational Scotch tastings in key markets to extend the reach of the brand’s different types of Scotch.
“Almost everyone who drinks Johnnie Walker was introduced to it by someone else,” explains Nick Moore, chief creative officer at Wunderman. “Usually someone older who you have a certain amount of respect for buys you one,” he continues.
Wunderman brought the tasting experience online with different tiers of tutored tastings available for purchase. Online videos explain the heritage and manufacturing process for each blend, and a tasting kit complete with engraved glasses and all five blends is available for purchase. The top-end package includes a visit from a Johnnie Walker Master of Scotch who hosts a private gathering in a purchaser’s home.
The campaign targets Johnnie Walker’s core audience, which Moore explains is predominantly male.
“It’s a way of enabling successful guys to become a connoisseur, and then to actually become a brand advocate by introducing his friends to the brand in a positive environment,” Moore says.
Nick Moore, Chief Creative Officer
Judy Levin, Group Account Director
Zach McCullough, Art Director
Jennifer Towers, Account Management
Brian Kunath, Copywriter
Julio Vargas, Flash Development
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