Johnnie Walker Houses

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

Johnnie Walker Houses

Campaign details

Category name: BeveragesAgency: LOVEAdvertiser: Diageo

Executive summary

With the whisky category in China in decline and Johnnie Walker seen as a mass brand, LOVE were invited to create a luxury brand experience space for Johnnie Walker in Shanghai that would be a befitting statement of intent by the world’s biggest whisky brand.

The response was the design of the Johnnie Walker House, an embassy for whisky culture and the first of its kind outside Scotland. The vision was to firmly establish Scotch whisky as part of a sophisticated and luxurious lifestyle and to...

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