Johnnie Walker Blue Label: The Gentlemen's Wager

Ronnie Thomas

Campaign details

Brand owner: Diageo
Lead agency: PHD Singapore and Anomaly New York
Contributing agency: Freuds London and RSA Films
Budget: 1 – 3 million
Country: Regional
Industry: Spirits
Media channels: Content marketing; Events and experiential; Magazines - consumer; Online video; Public relations; Social media; Television; Word of mouth, advocacy 

Market background and cultural context

After suffering a period of decline following the Global Financial Crisis, the luxury market had bounced back and was rapidly growing. Whilst appetite for luxury goods was returning, there had been shifts in the market's make-up, with the emergence of a new affluent group made up of digitally savvy consumers who were ready to pay for 'premium'.