Johnnie Walker Black Label wanted to make its whisky brand more relevant to 25- to 35-year-old men in Western Europe.
It asked Golin to create a campaign to reach this target audience. The agency partnered with Scottish heritage brand Harris Tweed to create the world’s first whisky-imbued fabric and brought in designers from Benelux, Germany and Greece to create fashion pieces using the new material.
The campaign included a press trip for journalists from all markets as well as five launch events attended by more than 300 key media and influencers in Athens, Antwerp and Berlin.
The promotion boosted talkability among the target consumer group by almost a third, according to a Millward Brown consumer survey, as well as increasing Facebook engagement by 55 per cent. As a result of the campaign, the brand has seen an uplift in year-on-year sales by 9.8 per cent in Belgium and 7.9 per cent in Greece.