Packaging the Johnnie Walker Collection

This article discusses Diageo's campaign for the JW Collection, made up of four miniature whisky bottles, which employed premium contemporary packaging to increase desire and devise sales.

Packaging the Johnnie Walker Collection

Hilary Boys Lewis Moberly

To increase desire and drive sales of the JW Collection, Diageo used premium contemporary packaging that was more effective on-shelf and encapsulated the good taste of the distinguished whisky lover – a showcase for comparing and contrasting th