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Diageo GTME reports Johnnie Walker uplift

Following the rollout of the Johnnie Walker Blue Label Gentleman’s Wager II activations, Diageo Global Travel & Middle East (GTME) has reported a 25% depletion uplift in the channel.

Diageo GTME says its travel retail Gentleman's Wager II activations resulted in a 25% depletion uplift
Diageo GTME says its travel retail Gentleman’s Wager II activations resulted in a 25% depletion uplift

Launched during the 2015/16 festive period, the Gentleman’s Wager II film stars Jude Law and is an extension of the brand’s Joy Will Take You Further campaign.

Diageo GTME held a number of airport activations based on the short film in key airport locations including Singapore Changi, Hong Kong, Shanghai, London Heathrow, Sydney, Auckland, New York JFK, and at the Johnnie Walker House in Taiwan Airport.

Large display screens played the short film on loop, while elements from the production were showcased in the airport setting via decorations and displays using props. Tasting bars were set up manned by brand ambassadors, to guide consumers through the liquid.

Across Asian locations, engraving machines gave customers the option to have a bespoke message carved into their purchase. A gift wrapping service was also made available, while a travel bag gift-with-purchase was offered to travellers who purchased a Johnnie Walker product.

The series of activations spanned a large range of Johnnie Walker variants: Johnnie Walker Gold Label Reserve, Johnnie Walker Platinum Label, John Walker & Sons XR 21 Year Old, and Johnnie Walker Blue Label, plus some limited edition gift packs.

Peter Fairbrother, Diageo GTME global marketing director, said: “With a strong belief in the power of storytelling and harnessing the power of joy in driving progress, Johnnie Walker has brought its craft to life through Gentleman’s Wager II airport activations that allow customers to positively engage with the brand. This has been the biggest year ever in terms of investment in our Johnnie Walker festive activations.

“When we launched the new brand campaign; Joy Will Take You Further in September, we made a commitment to bring joy to the shopper’s journey in travel retail. We’ve really got behind this promise with a global focus on key festive activations. To bring these activations to life at scale, we have significantly increased our investment on last year and we are delighted with the feedback and results from all regions.”

In addition to the Gentleman’s Wager II activations, Diageo GTME has implemented additional Johnnie Walker activity in recent months including a Johnnie Walker Blue Label pop-up boutique at Taoyuan Airport, and the rollout of a Johnnie Walker Blue Label Year of the Monkey limited edition at Singapore Changi, Hong Kong and Dubai.


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