Johnnie Walker Blue Label: The Gentlemen's Wager
Brand owner: Diageo
Lead agency: PHD Singapore and Anomaly New York
Contributing agency: Freuds London and RSA Films
Budget: 1 – 3 million
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'.