Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

Anomaly Inc. Diageo

Situation analysis

Overall assessment

This is the story of two men, a hand-made luxury Italian yacht, and a gentleman's wager made over a rarer-than-rare scotch whiskey. T

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