From Event to Experience: Johnnie Walker + Social
Wunderman
Entry Information
Category: Retail/Direct SalesCountry where program ran: USDate 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 AmericaMedia Channels: Web DevelopmentOther
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....