Johnnie Walker highlights Highballs in new campaign
Johnnie Walker is “ramping up” it focus on Highballs with a new global campaign that aims to make Scotch and soda “the next big drinks trend”.
Through the campaign, blended Scotch whisky brand Johnnie Walker will introduce the Highball to “millions of consumers in some of the world’s most influential cultural hotspots”.
“The popularity of the whisky highball is soaring right now – and it’s easy to see why,” said John Williams, Johnnie Walker global brand director. “It’s where the ease and refreshing taste of a cool beer meets the colourful, visceral world of cocktails. And for those who think they ‘won’t like whisky’ it’s a real game-changer.
“We’ve celebrated the highball at Johnnie Walker for the last few years, but with the trend for longer drinks on the rise, it feels like now is the right time to really explode the amazing possibilities which this category can offer.”
Previously, Johnnie Walker promoted the Highball serve through bars at Taste festivals, as part of its partnership with Formula One and through its World Class competition.
The new campaign will include out-of-home, digital, experiential, in-bar and in-store activations. It will focus on “trendsetting neighbourhoods and cities” and will showcase Johnnie Walker mixed with five key flavours: peach, lemon, green tea, elderflower and ginger.
The campaign will launch this month ahead of Johnnie Walker’s 200th anniversary next year.
Johnnie Walker has ramped up its marketing efforts ahead of its landmark anniversary and last month signed a three-year partnership with Scottish Rugby. The Diageo-owned brand is currently building a “state-of-the-art” visitor centre in Edinburgh as part of a £150 million (US$215m) tourism investment.