Packaging the Johnnie Walker Collection

Hilary Boys

This article discusses Diageo's campaign for the JW Collection, made up of four miniature whisky bottles, which employed premium contemporary packaging to increase desire and devise sales.

Packaging the Johnnie Walker Collection

Hilary Boys Lewis Moberly

To increase desire and drive sales of the JW Collection, Diageo used premium contemporary packaging that was more effective on-shelf and encapsulated the good taste of the distinguished whisky lover – a showcase for comparing and contrasting th

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands