Cannes Lions

JOHNNIE WALKER DOUBLE BLACK

STRAZA, Bogota / DIAGEO / 2014

Presentation Image
Case Film

Overview

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Credits

Overview

Description

How do our current consumers of Johnnie Walker Black dare to taste the new doubly intense version, Johnnie Walker Double Black? Create a memorable experience that transforms the category to most dynamic and modern, provided by Johnnie Walker. Besides an exclusive and unique experience to present the new Johnnie Walker´s the most intense flavors and scents to buyers that offer them an experience to feel all the qualities and credentials of Johnnie Walker Double Black at the point of sale.

Execution

On the qualities of the product and the name of Johnnie Walker, the creative idea developed is:

"Double or Nothing" in a competitive environment where we want to be the best, we like to win, we like to be risky. Feel an intense experience, where the station invite us to approach, meet and taste the new product. Recognize the scents and flavors of the new whisky, betting double one and win in a perfectly developed station.

Outcome

The roulette type station was successful in raising the number of transactions at the point of sale, the brand had a positive impact introducing the new product, brand awareness has improved and helped revive the category´s dynamics. Johnnie Walker has been revitalized with innovation, increasing its share in the category´s against competition besides has been view as a modern brand, attracting younger buyers and even women.

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