ABOUT

Johnnie Walker Chinese/Vietnamese New Year: The Brief:

– standout and displayability
– giftworthy
– balance cultural appeal and brand equities
– global travel retail

DBA DESIGN EFFECTIVENESS WINNER


Johnnie Walker Collection: The Brief:

– increase desire
– drive incremental volume and value
– more premium in appearance/feel to raise price and encourage gifting
– tasting notes integral to pack to engage consumers with the four blends
– emphasise inclusion of aspirational JW Blue Label
– more robust pack structure
– reduce shelf space pack takes up when open on display

DBA DESIGN EFFECTIVENESS WINNER


John Walker & Sons King George V: The Brief:

– increase premium
– rebrand from Johnnie Walker Blue Label to John Walker & Sons
(the prestige collection from Johnnie Walker)
– build on the insight that luxury consumers look for real heritage
underpinned by sophistication and craftsmanship
– reflect King George V's service in the Royal Navy