Whisky brand Johnnie Walker has signed male supermodel David Gandy as its new brand ambassador for its Blue Label luxury brand extension.
The Diageo-owned drink is positioned as a "game-changing" product, and has chosen Gandy as its brand ambassador for his status as a successful British model.
Gandy rose to fame as the face of Dolce and Gabbana's Light Blue fragrance in 2006.
He will now front the latest Johnnie Walker campaign, which will launch later this month.
“[Gandy] is the definitive modern gentleman and the ultimate ambassador for Johnnie Walker Blue Label,” said Alison Forestal, GM of Diageo Reserve Brands for Western Europe.
In September, Johnnie Walker launched a global ad campaign focused on its "rich and intense" flavors, which aims to bring to life the craft of blending the brand collection.
This article first appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.