DIAGEO is taking a two-pronged approach to Christmas marketing for its Johnnie Walker brand as the spirits firm unveils new packaging for Johnnie Walker Gold Label Reserve and a marketing campaign for Red Label.
A new limited edition bottle for Johnnie Walker Gold Label Reserve will aim to catch the eye this Christmas. The bottle has been coated in golden lacquer to give it the appearance of gold bullion, an effect which aims to increase stand-out on the back-bar.
And Johnnie Walker Red Label will be the focus of a £7.2 million marketing campaign that will include the brand’s first TV advert in the UK for 50 years as well as a revamped bottle design. The ad forms part of the brand’s “Where Flavour is King” campaign, targeted at young adults aged 25-35.