Johnnie Walker: Spotted – a mysterious 'walker' in the skies of Goa

Johnnie Walker, a whisky brand, launched a drone light show in India to celebrate the new year and increase top-of-mind awareness by building on the iconicity and legacy of the brand to make Johnnie Walker the whiskey of choice for 21- to 35-year-olds.

The communication goal

Johnnie Walker is a loved drink and a brand of choice for a lot of people. Our challenge was to get young affluent audiences into our fold as they hadn't experienced the iconicity that Johnnie Walker stood for.

As everything was opening up after a long time, we aimed at maximizing this opportunity for our brand. The business objective was to increase top- of-mind awareness by building on the iconicity and legacy of the brand among 21-35-year-olds and make Johnnie Walker their whiskey of choice.

The situation analysis

After 2 long years of lockdown, there was the...

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