Johnnie Highball
A lot of people don’t think Scotch is for them. Or it’s something their dad would drink on a Chesterfield by the fire. They don’t think it’s for social occasions, certainly not to be consumed during the day and it tastes too strong.
Our Johnnie Highball campaign was created to turn everything you’ve just read on its head. It’s also a campaign designed to be:
Disruptive to recruit the next generation of Scotch drinkers.
Bold and bright to get Johnnie Highballs in our audience’s hand.
Lived through experience, inviting you to dive in feet first to discover the best bars and set drink trends.
Always Delicious
The Johnnie Walker world is deliciously sensory. Every colour and material is chosen to make the liquid look its tastiest. While visceral cues are designed to make the viewer feel the sensation our liquid conjures.
Every serve should have its own dynamic personality. Each unique set up should bring character and playfulness to the drinks.
Stay true to you.
No matter how much you disrupt your brand. No matter how far you push it. You always need to stay true to ‘you’.
In this campaign, we needed to be true to the timeless brand character of Johnnie Walker. The Striding man and Wordmark are unique to the brand and should be embraced and used prominently.
The Key Brand Assets are the most flexible visual elements in the toolkit. They should be used to create excitement and be designed to evoke movement. Even in static form, we can scale and crop to create dynamic energy.
Keep Walking
We’re always walking, never static. We want to attract our audiences through social platforms, so our world needs to be full of motion.
Hotspot Collaboration
We wanted to be seen in the most relevant, vibrant urban districts, but show up in places where people wouldn’t expect.
So we collaborated with the bars in Sydney and Melbourne our audience was desperate to be seen in and asked them to create their individual take on the Johnnie Highball. This could include their unique choice of glassware to bring further character for each cocktail.
Activiation
We used guerrilla OOH street media to authentically embed Johnnie Walker in our hotspot districts. This localised, tactical approach drove awareness of each unique Highball and footfall to the venues.
A geo-targeted social campaign turned static imagery into motion, ensuring impact in feed and guaranteeing our JW collab bespoke highball cocktails got the attention they deserved.
Results
Tall, vibrant and refreshingly tasty, Johnnie Highballs are now served widely across Australia and are seen as the classic sundowner to share with friends.
They’re the ideal introduction to anyone new to the world of whisky.
J & Leo Burnett