Johnnie Walker: Yulu Campaign

Andy Edwards

Diageo-owned whisky brand Johnnie Walker was seeing the whisky market decline after the global economic downturn.

Johnnie Walker: Yulu Campaign

Andy Edwards

Campaign details

Brand owner: DiageoAgencies: BBH China and Ogilvy & Mather, ShanghaiBrand: Johnnie WalkerCountry: ChinaChannels used: Cinema, Online video, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Word of mouth and viralMedia budget: 5 - 10 million

Executive summary

In China's luxury spirit market, consumers look for the status that is created from being seen with something new or expensive. Johnnie Walker did not stand for either of these aspects in terms of providing status. So this campaign was designed with a...

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