From Event to Experience: Johnnie Walker + Social

Diageo needed to battle the trend of a waning interest in scotch whisky in the U.S. An event introduced young drinkers to its Johnnie Walker brand, and to its loyalty club, the Striding Man Society.

From Event to Experience: Johnnie Walker + Social


Entry Information

Category: Retail/Direct SalesCountry where program ran: USDate program started/ended: 4/1/2010-10/29/2010

Product Description: Johnnie Walker is the world's leading maker of blended Scotch whiskies. The company produces five signature blends – Red, Black, Green, Gold and Blue – all of which are marketed globally.

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