Diageo: Man of the Season

Around Christmas 2009, Diageo in the US aimed to promote its Johnnie Walker blended whisky brands to a new audience: male, 30-something urban professionals who consider themselves sophisticated.

Diageo: Man of the Season

Wunderman NY

ENTRY INFORMATION

Category: Product Manufacturing and DistributionCountry where program ran: USADate program started/ended: 2nd December 2009 - 8th January 2010

Product Description: Johnnie Walker is the world's leading maker of blended Scotch whiskies. The company produces five signature blends'Red, Black, Green, Gold and Blue'all of which are marketed globally.

Advertiser/Client Name: Diageo North America Website: Media Channels:http://www.for-your-consideration.com/johnniewalkerholiday/

STRATEGY

Marketplace Challenge:

The market for premium Scotch has changed considerably over the last several years. With the tried-and-true demographic of Scotch enthusiasts aging, the top...

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