Johnnie Walker Blue Label: The Gentlemen's Wager

Ronnie Thomas

This case study describes how Johnnie Walker Blue Label, a premium scotch whisky, ran its first centrally-executed global digital campaign to raise the brand from premium to luxury.

Johnnie Walker Blue Label: The Gentlemen's Wager

Ronnie Thomas

Campaign details

Brand owner: Diageo Lead agency: PHD Singapore and Anomaly New York Contributing agency: Freuds London Budget: 3 - 5 million Country:Australia, Belgium, Bolivia, Brazil, Chile, Colo Luxury and super-premium brands, Spirits, liqueurs Content marketing, Earned media, buzz, Online video, Public relations, Social media, Sponsorship - media

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