LOCATED AT VARIOUS NATIONAL MONTHLY EVENTS – FY 2017
The Creative Counsel for Johnnie Walker Black Label owned by Diageo South Africa
Johnnie Walker wanted us to get liquid on lips to as many people as possible and create an experience that showcased the the essence of Black Label and delivered on some important factors, these included: teaching the history of the brand, showcasing the heritage, explaining the flavour profiles of the infamous whiskey, show patrons the specific reasons behind certain brand aspects such as the shape of the bottle and more importantly, let them taste the and savour the drink.
concept development – full consumer journey design – 3d design & render – staff training manuals – daily operations – full turn-key on roll out – location sourcing & acquisition – insurance – daily stock control – point of purchase implementation & maintenance – staff management & payroll – custom shop fit design & implementation – weekly reporting – logistics and warehousing – custom POS manufacture and design – national logistics and freight
We created the Johnnie Walker Mentorship Experience… we allowed for patrons to be fully immersed in the brand and stimulated their senses to every aspect of what makes this whiskey so well-known. A bit like a travelling circus – the Johnnie Walker Mentorship Experience frequented special events and pulling up unannounced. Patrons could walk inside and be greeted by mentors dressed to the nines, as the Walking Man, both male and female, and each took a group of people through the experience every few minutes or so. Walk in and see the shelves of a greengrocer, which is where Johnnie would buy the ingredients for his blending of the whiskey, on the next wall were hand-painted pictures of the original master distillers, an explanation of the logo evolution, the bottle shape and an awakening of sensory stimuli through puffers which blew out the smoke of the apricot, vanilla and oak infusions. Every detail was thought about, down to the colour of the walls which resembled the fine finishes of the bottle.
This was a living billboard. It was an immersive experience, with far-reaching brand contact.