Executive Summary
The rare discoveries series is a design system that enabled 12 market-specific limited edition gift packs for the luxury whisky Johnnie Walker Blue Label.
The gifting season is a key selling period for Johnnie Walker Blue Label, with limited edition gift packs playing a key role in generating sales.
Diageo had a well-performing 'Pioneering Cities' limited edition series launched in 2018 but needed to strengthen the relationship of this promotion with the Blue Label brand story, to increase consumer engagement, drive consumer understanding & loyalty and ultimately increase sales.
Blue Label's unique story is set around rarity; only...