Keep changing

Johnnie Walker

Brief —

Create an integrated on-premise experience with Johnnie Walker highball cocktails to drive trial with 18–30 year old consumers.

Solution —

We created a strategic framework for the brand ‘Keep Changing’ and created unlikely partnerships with influential collectives in order to tap into different subcultures across New Zealand. The House of IMAN and After Dinner Club.

Each event utilised the cutting-edge nature of our partners to speak to doing it differently’ by “changing how you do it.’ This enabled us to speak to the versatility of Johnnie Walker.

Strategy
Creative
Events
PR
Social Media
Influencers

Results —

Johnnie Walker back to #1 whisky brand in NZ, in both annual and QTR number.
Total cumulative reach 4.55m+.
12 pieces of PR with 2.25m+ reach.
2.3m+ cumulative social reach.
823 people attended two events.
2,926 highball cocktails trialled.
34% value sales growth vs year ago, OTR sales number (without any other activity in market).
28% increase in profitability through product mix improvement – selling more of the hero products from campaign over core product range.
A strong articulation of the #KeepWalking brand idea which has had a significant amount of positive feedback across media and trade following the launch.