Creating desire for Johnnie Walker and Alfred Dunhill

Case study: How Edelman drove a anticipation for a limited-edition collection.

The work described here won Consumer Launch Campaign of the Year at the PRWeek Awards Asia.

Objective

Gifting has proven to be a very vital growth driver for Johnnie Walker Blue Label. The brand’s ambition was to accelerate towards becoming the ultimate iconic luxury brand, partly through partnerships with other luxury brands. Alfred Dunhill was the perfect partner to help achieve this and a ‘Limited Edition Collection’ designed by Alfred Dunhill was developed. The objective was to deliver the highest-ever gifting in over 60 markets. The brand turned to PR to create anticipation for the Collection. PR was to deliver a through-the-line platform for sustained activation, ramping up the brand’s luxury credentials, with a KPI of 45 million impressions.

Strategy

To launch the collaboration between two pioneers of luxury craftsmanship, a three-pronged communications strategy was rolled out: 1) Drive anticipation and desire by positioning the Collection as the new standard in luxury gifting through the power of association. 2) Immerse consumers into the partnership world of quintessentially British luxury, tapping on the currency of that provenance. 3) Celebrate shared journeys between modern icons, provoking imaginations around how John Walker and Alfred Dunhill would have interacted with each other. Bringing to life the pioneering spirit of John Walker and Alfred Dunhill’s love for travel, the central platform was ‘Celebrating a Journey Shared’ – a film event taking two exceptional men, adventurer Jason Lewis and craftsman Chris Tipper, on a memorable journey from London to Scotland, from the Home of Alfred Dunhill to Johnnie Walker Drummuir Castle.

Results

The campaign achieved over 770,000,000 impressions globally and a total PR value of about US$3.5 million. The campaign broke records globally and products were sold out in several markets.

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