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Even though Johnnie Walker is an iconic brand with such a rich heritage, younger consumers between 18-34y.o. believe that scotch whisky is too traditional and expensive for their casual occasions and gatherings with friends, opting for rum or local spirits.

Creative Challenge
Come up with a creative and innovative activation idea that brings the Johnnie Walker Red Label experience closer to younger consumers!
The aim of your activation idea must be about bringing more consumers to the Johnnie Walker Red Label, specifically in Central America & Caribbean region.

The key markets of the region are: Costa Rica, Dominican Republic, Puerto Rico, Panama. These are countries with very warm and friendly culture, where people love to spend time on the beach, where close relationship with family and friends are very important.

Today the key barriers for younger consumers to consider Johnnie Walker Red Label whisky are:
1. The strong flavor. Younger people perceive it as too strong, something that older men enjoy and often think that it can only be served “neat” – unmixed, without being chilled and without any water, ice, or other mixer. However, there are many ways to serve whisky in cocktails.

2. Another barrier is that whisky is not the first choice when it comes to casual occasions with friends, like early daylight events and afterwork parties. While the traditional party time in a club is still relevant for the millennial consumers, it moves more and more to the third places or even parties at home.

The idea
The idea has to do with sharing on social media. Specifically, the goal is for young people to share a photo of themselves on instagram that shows what they love about themselves, what makes them special and unique, some of their characteristics, their interest, some of their hobbies or talents, what gives them the power to keep trying to become the best version of themselves. They should use the #johnnieWalker and emojis that express them, such as their region, flag, beach, drink, laugh, surfing.
In the second phase, in order to try delicious cocktails with Johnnie Walker Red, to get to know and overcome the opinion they had until today about the intense taste of neat whiskey_in selected bars and beach bars, there will be a menu for Johnnie Walker cocktails from which following the instructions you will be able to choose the cocktail you want to try by buying it ONLY with the appropriate emojis!