How Johnnie Walker reached a younger audience with "Entourage"

Stephen Whiteside

This event report addresses how Johnnie Walker, the whisky brand made by Diageo, maximised the return on investment from a tie-up with the movie "Entourage".

How Johnnie Walker reached a younger audience with "Entourage"

Stephen WhitesideWarc

Johnnie Walker may have found the ideal blend for integrating its brand with entertainment properties.

As evidence, it unveiled a scripted online video entitled "Johnny for Johnnie" in April 2015. This work featured Johnny "Drama" Chase – a character in the "Entourage" film released in June, plus the TV show with the same name which ran from 2004–2011 – dreaming he has been named as the official face of the whisky brand.

So exhilarating was the news that Chase's fantasy saw him celebrating his appointment on an...

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