Transforming non whisky-drinkers into brand fans.
A drink strategy that drives Johnnie Walker’s brand transformation – shunning the dusty image & gender stereotypes of whisky with a strategy that spoke to a modern, younger consumer.
The ask
Recruit 12 million non-scotch drinkers
What we Did
A new suite of highball serves, supported by an on-trade activation strategy, positioned whisky as the drink of choice for younger consumers. The serves were amplified with a full suite of POS assets – from striking bar features to reusable cups and carriers.
“Sweet&Chilli brought fresh energy, smart strategy, and flawless execution – breaking down barriers to whisky and giving us the tools to recruit a new generation of drinkers.”
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