Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

Anomaly Inc.Diageo

Situation analysis

Overall assessment

This is the story of two men, a hand-made luxury Italian yacht, and a gentleman's wager made over a rarer-than-rare scotch whiskey. This is the story of the short film written in Canada that set out to make Johnnie Walker Blue Label the definitive global icon of new luxury. And it's the story of a campaign that used strategic insight to plan for virality rather than simply leave it to chance.

After suffering a period of decline following the Global Financial Crisis (GFC), the...

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