Johnnie Walker Blue Label redesign

This case study explains how a redesign of long-running premium whisky brand Johnnie Walker Blue Label boosted sales by instilling a renewed sense of premiumness.

Johnnie Walker Blue Label redesign

Sedley Place

Executive summary

Johnnie Walker Blue Label broke new ground in 1992. Introduced to celebrate Alexander Walker's benchmark setting 1867 Old Highland Whisky it led the way in establishing the Ultra-Premium whisky category.

However, by 2006 it was looking tired and old-fashioned in consumers' eyes and research showed the brand's packaging no longer conveyed the right luxury cues. In addition, its status as the category leader was being challenged as it faced competition from other Ultra-Premium brands, as well as from other premium spirits like cognac.

Diageo, Johnnie Walker's owner, responded by commissioning Sedley...

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