Johnnie Walker Global Gifting: Value added pack global initiative

This case study explains how Johnnie Walker, the world's number-one selling Scotch Whisky brand, adapted its design strategy to capitalise on the product's gift status and gained 50 new markets.

Johnnie Walker Global Gifting: Value added pack global initiative

Campaign details

Category name: BeveragesAgency: Design BridgeAdvertiser: Diageo

Executive summary

  • Strong growth in incremental volume from 21% between 2013-2014 to 58% between 2014-2015
  • From 45 markets multiple designs to 95 markets one global design
  • For every one pack sold in 2012, nine were sold in 2013
  • Massive rise in demand from markets, and confidence in performance at point of sale

Johnnie Walker is the world's best selling Scotch Whisky that is big on flavour and has the personality to match.

Since the launch of the Value Added Pack initiative...

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