From Event to Experience: Johnnie Walker + Social

Wunderman

Entry Information

Category: Retail/Direct Sales
Country where program ran: US
Date 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 America
Media Channels:
Web Development
Other

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. Younger men were opting for spirits such as vodka, tequila, and rum. Meanwhile, the recent economic downturn was driving our core audience of scotch enthusiasts away from premium brands. Johnnie Walker itself slipped 6% in sales in 2009 compared to a year before.