From Event to Experience: Johnnie Walker + Social

Diageo needed to battle the trend of a waning interest in scotch whisky in the U.S. An event introduced young drinkers to its Johnnie Walker brand, and to its loyalty club, the Striding Man Society.

From Event to Experience: Johnnie Walker + Social

Wunderman

Entry Information

Category: Retail/Direct SalesCountry where program ran: USDate program started/ended: 4/1/2010-10/29/2010

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 AmericaMedia Channels: Web DevelopmentOther

Strategy

Marketplace challenge:

The scotch category had been falling out of favor for many years. Sales in the U.S. had been on a downward trend since the late 1990s....

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