Plansbook Fall 2024
g erard blair lindsey bonavita kailyn taylor isabella M asso
agency ceo account eXecutIve account eXecutIve assIstant ae
M eet tHe tea M
stRategIc boaRd
Mac Ferrone
Sereana Kilker
Erin D'Alessandro
Madeline Holmes
Eisa Abu-Sbaih
Leo Ayd
Katie Lew
Christian Dziedzic
Chase Boyle
ReseaRch dIRectoRs
Mac Ferrone
Erin McDowell
ReseaRch team
Isabella Coleman
gRaPhIcs dIRectoRs
Sereana Kilker
Erin D'Alessandro
cReatIve team
Emma Aviles
coPy dIRectoR & edItoR
Madeline Holmes
coPywRIteR
Mac Ferrone
Plansbook desIgneR
Eisa Abu-Sbaih
Plansbook team
Katie Lew
Emma Aviles
medIa dIRectoR
Leo Ayd
medIa team
Alex Mallon
Katie Lew
Rhian Barnes
PR dIRectoR
Katie Lew
PR team
Rhiane Barnes
Christian Dziedzic
Eisa Abu-Sbaih
Erin D'Alessandro
Caroline Hessel
Ellie Wiechert
socIal medIa dIRectoR
Christian Dziedzic
assocIate socIal dIRectoR
Chase Boyle
socIal medIa team
Brendan Burke
Caroline Hessel
Alex Mallon
D'Angelo Stines
Chris Kuzemka
executive suMMary
‘25 on the Rocks has develoPed a comPRehensive IntegRated maRketing communications Plan (Imc) to helP imPRove national bRand awaReness foR johnnie walkeR blue label scotch whisky, Positioning the bRand as the most PoPulaR gift choice foR those who tRuly deseRve the best.
We will specifically focus on increasing Blue Label’s popularity among younger adult consumers. Our promotional campaigns will increase brand awareness and community engagement to attract and acquire additional loyal customers.
The agency will launch the campaign by positioning Johnnie Walker Blue as the best solution for the stresses of gift-giving during the busy holiday season–the perfect gift to make lasting memories for both the giver and receiver. While the campaign launch will be laser-focused on the busy holiday season, the messaging has been designed to be easily extended for gift-giving on special occasions throughout the year.
Johnnie Walker, a subsidiary of the global conglomerate Diageo, is a high-quality brand with a rich history. Over the past 200 years, they have been creating high-quality liquor that symbolizes taking bold steps and making change. Since the first cask of Blue Label grade whiskey in 1992, Johnnie Walker has been committed to the tradition of the brand and quality of the product, creating a superior experience for anyone who indulges in a sip.
The agency’s cleverly crafted IMC combines traditional, nontraditional, digital, and emerging media, supported by creative social media and public relations strategies. This allencompassing plan will help the brand gain market share and shelf presence nationally while making Johnnie Walker Blue a more frequently gifted Scotch Whisky in the 2025 winter holiday season.
To best communicate the message of our campaign, the agency has conducted extensive primary and secondary research to better understand the current market situation. After gathering and reviewing the results, ‘25 On The Rocks is confident that targeting Millennial and Gen Z consumers in the 21-44 age range will generate an actively responsive audience for the campaign. These consumers are in the early stages of their professional careers. They are social climbers who enjoy competition and seek personal recognition. They drink alcohol to celebrate life’s milestones, personal accomplishments, and cherish special moments with family and friends. They also appreciate brands that support customers’ wellbeing and lifestyles and demonstrate ethical marketing practices.
The agency is confident that this memorable campaign will maximize results for the client and deliver an optimum experience for this widely diverse target audience. We believe consumers will embrace Johnnie Walker Blue as the best way to show someone how much you care.
financial perforMance
Global Market Insights claims that the “Whiskey Market expanded to $69 billion in 2023, and by 2032, the estimated value will nearly double to $125.63 billion.” The market expansion is linked to Diageo and Johnnie Walker in several ways – including the recently released Spirited Xchange Special Releases Scotch Whiskey Collection. The market will also “demonstrate a 6.9% compound annual growth rate from 2024 to 2032, driven by new product innovations, such as unique flavors and rare blends, combined with a strategic focus on travel retail and limited-edition releases.”
Additionally, Johnnie Walker’s introduction of Johnnie Walker Blue Label Xordinaire exclusively in travel retail will further contribute to this statistic.
In addition, steadily growing alcohol sales on e-commerce platforms and rising disposable incomes in markets like Asia-Pacific have provided consumers with greater access and affordability to more products. Both developments have led to a demand for more premium whiskey brands and new forms of marketing to match. Diageo, Suntory Holdings Ltd., and William Grant and Sons are significant players in this market.
According to the International Wine and Spirits Record (IWSR), Johnnie Walker drives over half of Diageo’s scotch organic net sales and continues to be the number one international spirits brand in value for 2023. Johnnie Walker Blue Label makes up 5% of whiskey sales. Regarding Spirits (like JW Blue Label), the percentage of “premium and above” spirits increased in 2023 over 2022 sales; Ultra-Premium-priced spirits grew by 6.7%, and Super premium by 22.8%. North America is the largest market for Diageo, representing over one-third of net sales. More than 75% of those sales were from Spirit products, such as Johnnie Walker Blue Label.
johnnie walkeR's bRand value is moRe than $10.5 billion. diageo values the tRademaRk at $790 million dollaRs. Additionally, U.S. Spirits sales impacted Diageo North America’s performance due to a cautious consumer environment, retailer inventory adjustments, and the lapping of inventory replenishment in the prior year. Johnnie Walker's net sales declined 10% due to the continued normalization of demand for the luxury variant Johnnie Walker Blue Label and lower demand for the Johnnie Walker Red Label. The trademark continues to outperform the scotch category and hold a share of the spirits industry, driven by the strong performance of Johnnie Walker Black Label.
industry
The alcoholic beverage industry is highly competetive and constantly expanding.
It generates over $200 billion in the United States and employs roughly 22,000 people. The global Scotch whisky market is valued at over 32 billion dollars. In the United States alone, 9.2 million 9-liter cases were sold, generating $2.6 billion in revenue for distillers. Due to continuous growth and consumer preferences, the Scotch whisky industry is projected to reach a value of $7.31 billion in the U.S. by 2032.
Alcohol consumption has transformed in recent years, with consumers shifting their focus to quality over quantity. This new drinking
culture has also shifted purchasing behaviors, with the market expanding in the last few years. This has led to new market entries, increased competition, and a more comprehensive product range. Despite its success, Diageo faces challenges, including supply chain issues impacted by the COVID-19 pandemic and general economic uncertainty. However, the alcoholic beverage industry remains optimistic, with continued growth and innovation predicted in future years.
JoHnnie Walker: products
blue label falls into the Ultra-Premium category of Johnnie Walker variants, costing $250 per bottle. It is a very particular substance to produce to a high enough level—only 1 in 10,000 casks are selected from the four corners of Scotland for further development. According to their website, "the product smells dry, smoky, and like raisins, while the taste is akin to vanilla, honey, and rose petals with notes of orange, hazelnut, sherry, and dark chocolate."
In late 2023, Johnnie Walker added two limited additions to the Blue Label line. In mid-October, Blue Label Elusive Umami was introduced in collaboration with Master Blender Emma Walker and Japanese Michelin Chef Kei Kobayashi. Only 1 in every 25,000 casks is selected for this ultrarare whisky. It captures the exclusivity of umami, which balances sweet and savory flavors for the ultimate sip. Another extension to the line is Blue Label Xordinaire—a travel retail exclusive available at international airports and online—launched in December 2023 at Sanya Edition Hotel in Hainan, China. Xordinaire is finished in XO Cognac casks. This adds an extra layer of smoothness and sweetness to Johnnie Walker Blue Label and an extraordinary finish.
Besides Blue Label, Johnnie Walker offers a wide variety of whiskey. Their Super Deluxe + variants include Gold Label, XL 21, Ghost & Rare, and King George V. All are built to encourage boundarypushing whisky enthusiasts into a wider world of luxury. Alternatively, Johnnie Walker offers a Mid Lux line of products for current/occasional whisky drinkers – including Black Sherry, Triple Cask, Green Label, Island Green, and Sherry 15. Finally, Johnnie Walker Red Label and Black Label fall under their Premium Core line – built for new or occasional whisky drinkers.
blue label: brand Mission
Johnnie Walker aims to embody rarity and Ultra-Premium character with its most exclusive whiskey, Johnnie Walker Blue Label.
The Blue Label Brand has three pillars: Rare Casks, Rare Craftsmanship, and Rare Character. Each of these is a piece of the Brand’s commemoration of “19th Century Flavor”, a celebration of the liquid’s character. It has big, complex, robust flavors that build and evolve with an incredibly smooth and long finish.
Moreover, Blue Label takes pride in its centuries-old recipe and the quality of its product. It holds a sincere belief that the age of a cask or single brewing location alone is sufficient to create a bottle. Each is also hand-selected, with only one in ten thousand casks meeting standards for further development and distribution.
coMpetition
jameson
Jameson is an Irish whisky. It is not the same as Johnnie Walker Blue Label in terms of taste and flavor, but it is the #1 best-selling Irish Whisky in the U.S. and is less expensive, with products offered between $30 and $200. A current marketing strategy from Ogilvy, “Must be a Jameson,” features spots directed by Oscar-nominated director Bryan Buckley and narration by Cillian Murphy. The campaign celebrates the whiskey’s smooth taste and expansive fan base with themes of togetherness and community.
bowmoRe aston maRtin masteR’s selection
For £355, consumers can buy a liquid with pangs of honey, peach, apricot, fresh tobacco, cloves, and eucalyptus. The whisky was created in partnership between the two alcohol brands –Bowmore and Aston Martin – and emphasizes the wonder of collaborating, listening, and working with one’s fellow man.
macallan
Macallan is considered a close rival, especially for single-malt whiskey lovers. Macallan’s reputation for craftsmanship and luxury aligns with the type of consumers who would enjoy Johnnie Walker Blue Label. Both whiskies are often bought as luxury gifts or status symbols. Johnnie Walker Blue Label and Macallan are also frequently seen in business settings or high-end social events where quality, refinement, and prestige matter. Finally, Macallan’s collectible nature competes with Johnnie Walker Blue’s various special bottlings, rare editions, or limited releases.
chivas Regal Royal salute
Chivas Regal Royal Salute is akin to Walker’s Ultra-Premium line. Fermented for 21 years, it focuses on elegance and rich flavor, while competing directly with Johnnie Walker Blue Label. Both whiskies also target affluent consumers who pay premium prices for exclusivity, craftsmanship, and aged spirits. These consumers typically enjoy gifting these whiskies for special occasions, corporate events, or celebrations of achievements. Both cater to the luxury market, making them direct competitors for high-end whisky buyers.
hIbIkI
Hibiki debuted in Japan and gained a massive following, especially among collectors and connoisseurs. Because of its complexity and rarity, the 21-year-fermented blend is often cited as a serious competitor for Johnnie Walker Blue Label. Both Hibiki and Johnnie Walker Blue Label are positioned as Ultra-Premium whisky, are typically priced at the higher end of the market, and are targeted at affluent customers looking for a sophisticated whisky experience.
jack danIels
Jack Daniels is popular among millennials who enjoy shooters or whiskey and will opt for this brand because it is affordable. Despite being from different whiskey categories, they have similar branding and market positioning. Both brands have built iconic statuses but appeal to slightly different cultural identities. Jack Daniels is more laid-back and rebellious, while Johnnie Walker Blue Label is more polished and formal in presenting its free-spirited nature.
bulleIt
Bulleit is known for its premium craft bourbon status. While not as expensive as Johnnie Walker Blue, it represents a high-quality, artisanal product in the American Whiskey market. Both brands emphasize the craftsmanship behind their production even though they come from contrasting American and Scottish whisky traditions. Both brands are perceived as ideal for gift-giving and status symbols for consumers interested in high quality and prestige.
Market positioning
johnnie walkeR’s cuRRent slogan, “keeP walking,” has contributed to the brand’s success for the past 25 years, as has its “Walk with Us” Campaign. As Johnnie Walker claims, “...the more you push your boundaries, the more you taste out of life.” This mindset powers an endless loop, encouraging an internal drive never to stay stagnant and an external consumer drive to experience new smells and flavors. One key initiative Johnnie Walker is focused on is “Uncork Blue,” which encourages consumers to open their bottles of Blue Label instead of letting them sit on the shelf. The brand seeks to utilize this initiative to enable target consumers to drink Blue Label on more than special occasions.
Marketing strategy
diageo is a global leadeR in the alcoholic beverage industry, responsible for producing, distributing, and marketing more than 200 well-known worldwide brands. Its Johnnie Walker Blue Label has long been synonymous with elegance, sophistication, and distinction, epitomizing its unconditional commitment to quality, tradition, and a uniquely smooth taste. Diageo is looking for a full-service agency to develop and launch a 360-marketing campaign to increase overall brand awareness. Additionally, they want to position Johnnie Walker Blue Label as the perfect gift for adults who appreciate premium whiskey – and loved ones who share that same appreciation.
The marketing of this 200-year-old Scotch Whisky has helped make Johnnie Walker the number one valued international spirits brand. The company is especially interested in leveraging this campaign to extend the brand’s reach by expanding its appeal to younger adult consumers.
‘25 on the Rocks is a full-service advertising agency located in Baltimore, Maryland. We are a team of professionals dedicated to crafting and delivering impactful messages to all our clients. To meet the challenges outlined in this Request for Proposal, the agency will launch its “Embrace the Holiday Blue” campaign. We will position Blue Label as the ultimate solution to the pressures that arise when we are searching for the perfect gift for that special someone to express how much they really means to us. This “gift giving” anxiety can arise no matter the occasion - birthdays, weddings, anniversaries, graduations, promotions, special dinners, parties etc. What better time for the campaign launch than during the pressure-packed holiday gift-giving season?
The holidays can also bring forth uncomfortably challenging moments: travel plans, parties, chaotic schedules, dinner planning, gift lists, shopping, and the mounting pressure to find
the perfect gift. There’s enormous stress in creating joyful memories in those fleeting moments when everyone gathers for the holidays. As friends and family anticipate coming together to celebrate, many anxieties arise. Some people even get “The Holiday Blues.” Johnnie Walker Blue Label is the solution: the perfect gift that says as much about you as it does about the person who receives it. With the help of Blue Label, everyone can come together to “Embrace the Holiday Blue!”
Johnnie Walker Blue Label is the perfect way to show you care and to make holiday memories that will last a lifetime. With its rich flavor profile, a bottle of Blue complements any festive occasion. It’s a gift sure to impress your discerning Dad at Christmas, spark an interesting conversation at the Thanksgiving dinner table, or simply augment the celebration of life’s little victories throughout the rest of the year. The agency believes that the campaign’s overarching theme of ‘Embracing the Blue” can be easily adapted for other celebratory gift-giving occasions like birthdays, weddings, Father’s Day, anniversaries, graduations, career advancements, etc.
eM brace
tHe Holiday blue !
This campaign will target the Luxury Lover and Category Consumer members of Generation Z, aged 21-27, and Millennials under 44 who earn more than $125,000 annually. These individuals aspire to live comfortably and find personal passion in their work. They value services that offer unique and shareable moments. These individuals are also willing to spend money on such experiences if they deliver on their promises.
‘25 on the Rocks has developed a comprehensive Integrated Marketing Communications plan (IMC) that includes traditional media such as print, video, audio, signage, Out-Of-Home (OOH), etc. Other non-traditional media, including guerrilla marketing and Point-OfPurchase (POP), will also play a role in this plan. The agency will develop additional product promotion activities for major retail outlets with locations across the United States in key markets.
The campaign will include digital media platforms including social and emerging media, OTT and other video and audio streaming services in tandem with a unique online presence and creative public, media and community relations strategies to support the “Embrace the Holiday Blues” Campaign.
Pop-ups, themed around the holidays, will offer consumers a chance to experience the elegance of Blue Label with experts who can enhance their experience. We will target Chicago, New York City, and Los Angeles where Johnnie Walker has a “Blue List:” restaurants serving Blue Label with food pairings.
obJectives
•cReate incReased social media inteRaction and oRganic buzz.
•IncRease bRand awaReness of johnnie walkeR blue label among taRgeted consumeRs.
•enhance engagement with the camPaign landing Page on the johnnie walkeR site.
•dRive attendance at Public Relations events.
•stimulate media coveRage foR the bRand & the “embRace the holiday blue” camPaign.
creative brief
The campaign will position Johnnie Walker Blue Label premium whisky as the ultimate stress-free gift that younger consumers can count on to resolve the pressure-packed search for the perfect gift for that “tough-to-buy-for” special someone at the top of their list.
Our campaign will position Johnnie Walker Blue Label as an exclusive holiday gift that can help relieve some of the stress the holidays often bring as consumers search for that perfect gift for that special person on their shopping list, bringing joy to family and friends.
The creative messaging will focus on the exclusivity, quality, and sophistication that a bottle of Johnnie Walker Blue Label can bring to those most important to them. So, this year, avoid the Holiday Blues and “Embrace the Holiday Blue”–Johnnie Walker Blue is the perfect gift that says as much about you, as it does about the person who receives it.
goal Message audience
The agency will target its messages to Category Consumers and Luxury Lovers, demographically described as men and women between the ages of 21 and 44.
As industry leaders, legal professionals, and financially stable individuals, these younger people are willing to pay for luxury experiences and products. They seek to impress family members, friends, and important contacts with the perfect holiday gift.
We need to position Johnnie Walker Blue Label as the perfect holiday gift by highlighting the brand's exclusive, luxurious quality to this high-end market segment.
creative aiM
The campaign will feature holiday imagery to evoke warm feelings in the target market while aligning Johnnie Walker with those same emotions they associate with the holidays. In total, we want to sell memories by leaning into the stress of the holiday season and positioning Johnnie Walker Blue Label as a solution.
Ultimately, the target audience is looking for a sense of belonging when looking for luxurious products. Whether they are experienced whisky drinkers or not, they would be willing to open a bottle of Blue Label to celebrate a special occasion, holiday, milestone, or achievement with loved ones.
target Markets
The agency will target major cities and vacation destinations such as New York City, Los Angeles, and Chicago, where Johnnie Walker can build a presence in upscale bars and high-end restaurants. Hotels and resorts offer additional opportunities to connect with our audience, elevating the brand’s appeal by identifying more closely with luxurious and trendy settings.
We will launch this campaign to capitalize on the holiday season between October 2025 and January 2026.
tiMing
Digital media will include visually rich ads and carefully curated influencer collaborations featured on social media platforms like Instagram, Facebook, and YouTube. This will stimulate organic social interaction with the brand. Audio advertisements will take full advantage of the growing streaming and podcast markets.
Media Mix tone
The campaign will use a comprehensive combination of traditional, non-traditional, digital, social, emerging, and online media, supported by strategically designed public relations strategies and promotional plans.
Traditional Media will include print advertisements, Out-of-Home billboards and other commuter advertising. Non-traditional guerrilla marketing, including exclusive tasting events and unique partnerships with luxury hotels and other premium events will greet consumers “where they are,” so they can have direct brand experiences to share with family and friends. Our public relations strategy will focus on promoting these events to encourage media participation and coverage of the brand and the campaign itself.
The tone of the campaign will maintain the image of Johnnie Walker’s sophistication and quality while highlighting the positive sentimentality of togetherness and family memories with which everyone can relate.
The strategy will build on the strong foundation of Johnnie Walker’s reputation for sophistication, confidence, and quality–while emphasizing what makes Blue Label unique. Contrasting blue and gold colors will be featured throughout our campaign to reinforce the brand’s “royal status.” The striking visuals will convey the luxury of the brand in settings that resonate as youthful, energetic, and entertaining to capture the attention of this younger audience.
tHe celebration seeker
Alicia is a 24-year-old educated young professional in the High-End Fashion Industry in New York City. She has a busy social life that includes attending weddings, celebrating life’s milestones or promotions, planning social gatherings, hosting, or simply having fun at parties where luxury brands signify status. She likes to impress her friends by making these moments memorable with just the right touch of extravagance.
blue label is the PeRfect gift oR centeRPiece foR any celebRation. be memoRable! Marketing
tHe accoMplisHed businessMan
Todd has completed his postgraduate education and is in his late 30s to early 40s. He is the Senior Head of Development for a successful company in Chicago. He balances a busy, demanding career with a social lifestyle that values luxury, exclusivity, and premium experiences. Todd enjoys the finer things in life: exclusive dining, private clubs, golfing, luxury travel, and networking with peers. He savors expensive spirits as a symbol of his personal status and his professional success.
Marketing Message
RewaRd youRself with blue label. you have eaRned it and deseRve it!
tHe grateful gift giver
Sam is in his early to mid-30s, employed as an Art Director for a firm in Los Angeles. He is a sentimental guy who honors and cherishes various family traditions and the fond memories and meaningful experiences shared. He lives a very busy professional and social life, but he always makes time for family celebrations. For very special occasions, he likes to make thoughtful and generous gestures to demonstrate his love, respect, appreciation, and gratitude for his parents and family.
tHe urban professional
Ange is a well-educated Political Scientist in their late 20’s working in Washington, D.C. They thrive in the fast-paced urban environment and value luxury and quality in all they do. Their interests include networking events, fine dining, exclusive nightlife, and sharing business success stories. They appreciate and enjoy premium experiences to celebrate achievements or to impress.
Marketing Message
blue label symbolizes soPhistication and success. RewaRd youRself!
Marketing Message
blue label’s timeless aPPeal makes it the best way to honoR and thank loved ones. It is a gift that says as much about you as it does them!
creative strategy
creative strategy narrative
The agency’s campaign will incorporate Johnnie Walker’s brand manifesto “Keep Walking” into its messaging, while highlighting Blue Label as the solution to stress and the seasonal pressures of the year-ending holidays. Our messaging will demonstrate that uncorking a bottle of Blue Label evokes that celebratory feeling everyone relishes during the holidays. The campaign, targeted to younger consumers, will showcase Johnnie Walker Blue Label as the gift to impress family and friends and create lasting memories.
All advertisements will reinforce the campaign’s initial theme: “Embrace the Holiday Blue.” Copy and visuals will emphasize the joy of the moments when friends and family share the refined elegance of Johnnie Walker Blue.
the camPaign will Remind its audience to embRace the idea that they’Re not just PuRchasing a whisky, but cReating Quality, lasting memoRies that will live on eveRy time they embRace the blue.
creative strategy
activations
the camPaign will featuRe traditional billboards in high-traffic areas near transportation centers, busy highways, special sports and entertainment venues, relevant restaurants and high-end shopping districts to attract an audience inclined to purchase luxurious products, especially during the holiday season. Digital billboards will also be positioned in hotels and airport terminals near restaurants and bars, capturing the attention of holiday travelers.
To reach younger consumers, Blue Label ads will be shown on streaming services, podcasts, and other audio platforms, extending the reach of our messaging among these active entertainment users. Social media will play a prominent role in the campaign, with a primary focus on Instagram and additional posts on X and Facebook to target our audience’s high engagement on social platforms.
Television ads will run on key winter sports channels, particularly during Thanksgiving, Christmas, and New Year’s Eve broadcasts to take advantage of the increased viewership of these major events. Additionally, digital search engine advertising will ensure that relevant consumer searches lead users to Johnnie Walker Blue Label ads (SEO). Native advertising will allow us to embed Blue Label messages within users’ daily content to achieve better brand integration and recognition.
In addition, we have designed a campaign landing page for the website to support all the activities of the campaign. Visitors will be able to review our creative advertising and videos, scheduled PR events, links to media coverage, podcasts, promotional partners, et al.
creative strategy
visuals
‘25 on the Rocks seeks to build uPon the stRong foundations of johnnie walkeR’s RePutation of soPhistication, confidence, and Quality–with an emPhasis on what makes blue label sPecial.
To generate a stronger connection to the brand, blue and gold colors will appear throughout our advertising, along with specific intricate symbols and patterns to reinforce the brand’s royal status and capture the target audience’s attention. All these striking visuals will best position the Blue Label brand as sophisticated with a strong business focus for this younger target market.
To support the campaign’s launch, we will include appropriate iconography whenever possible to emphasize the natural connection between Blue and the positive experiences associated with the holidays. While the specific layout of design elements will vary between specific marketing channels and advertisements, all visuals will support the main messaging of our campaign strategy: personal experiences are best shared with Blue Label.
public relations
The Public Relations team will use a unique combination of carefully curated events and unique interactive experiences that include relevant popular influencers and interesting collaborations with other luxury brands. Their efforts will attract the attention and participation of our target audience and the interest and coverage of the media, triggering increased buzz for the brand and the campaign. The action plan has included a social media component to help increase consumer interaction on all the relevant platforms, as well as to drive additional traffic to the website’s campaign page. All these efforts will bring Johnnie Walker Blue to life during the holiday season and create a robust atmosphere for continuing similar promotions throughout the entire campaign.
out-of-home (ooh)
Both physical and digital advertising are essential to the success of our marketing by increasing the reach and frequency for the Embrace the Blue campaign. We recommend tRaditional PRint billboaRds be placed near luxury hotels and restaurants in our target cities of New York, Chicago, and Los Angeles. Additionally, we suggest digital billboaRds be located neaR aiRPoRts in these cities, such as o’haRe, la X, and jfk InteRnational, among others. 80% of consumers find billboard advertising useful, 50% trust the messages, and nearly 60% are more likely to take action after seeing these ads. Billboards will create further interest in Johnnie Walker Blue Label as the ultimate gift among our targeted consumers. OOH poster advertising will be located in and around select high-traffic areas like shopping malls, hotels, upscale restaurants, sports and entertainment venues, nightclubs, transportation hubs, and large liquor retailers in strategically targeted urban areas. These OOH ads will expand the reach and frequency of our campaign exponentially, as recurring messages and themes greet outof-town hotel visitors and hungry travelers looking to unwind and enjoy a nice meal with a drink, reminding them to … “Embrace the Blue!”
in-stoRe disPlays & Point of PuRchase (PoP)
The campaign focuses on targeting individuals with higher disposable incomes and an appreciation for luxury. To attract this demographic, we will place in-store displays and point-of-purchase (POP) advertisements in uPscale liQuoR stoRes located in New York City, Chicago, and Los Angeles. These displays will prominently feature Blue Label advertisements at Points of sale, designed to influence immediate PuRchasing decisions.
Additionally, the in-store experience will include casual tastings, offering prospective customers the chance to indulge in the Johnnie Walker Blue Label experience firsthand. Since 70% of purchase decisions are made in-store, an inteRactive and memoRable disPlay is the perfect way to capture the attention of our ideal consumer.
videoEven though ‘25 On the Rocks is aware of how streaming services have impacted cable television, we believe that cable is still relevant for certain segments of the target market. In fact, when paired with seasonal holiday content, we contend that certain channels will directly and effectively reach this audience. During this time of the year, there are an endless numbeR of sPoRting events and holiday themed shows that have significant appeal. In late September and throughout October, the MLB playoffs and the World Series compete for attention as our campaign begins. At the same time, the start of College Football, the NFL, the NHL and NBA seasons align well with the campaign’s September – January timeframe. Carefully targeting ads that tell the Johnnie Walker story during some events in each category will bolster brand awareness and extend the overall reach to the target audience. In 2023, there was nearly a 300% sPike in tv Ratings duRing the week of thanksgiving compared to the week prior. During this time, when consumers are considering gift ideas for Christmas and other seasonal holidays, reaching such a broad audience would surely increase the awareness and potential for purchase among these consumers.
audio
The agency also recognizes that podcasts offer a unique opportunity to connect with a sophisticated and engaged audience through both ads and in-content sponsorships. With the Podcast industRy Reaching almost 70 million listeneRs in 2023, audio streaming platforms like Spotify and Soundcloud have become powerful channels for reaching consumers who value quality content and storytelling. This meshes perfectly with the brand image of Johnnie Walker Blue Label, which emphasizes sophistication and refinement.
Our strategy will focus on targeting the comedy Podcast categoRy on sPotify, , which represented 26% of total hours streamed in 2023. Comedy is a highly engaging genre, and partnering with a podcast in this space will allow us to connect with listeners in a relaxed, receptive state of mind, making them more likely to form a positive association with the Johnnie Walker brand story. Our marketing approach will include:
sPonsoRed ePisodes and segments: Partnering with select comedic podcasts that align with the sophisticated values of Johnnie Walker, will ensure our messaging resonates with an audience likely to appreciate premium spirits.
host-Read ads:
Engaging podcast hosts to deliver our message personally, will help build trust and authenticity for the brand. Host-read ads have proven to generate higher levels of listener attention and can subtly communicate the brand’s premium image.
eXclusIve PRomotIons: Offering podcast listeners special promotions or content exclusives will encourage both brand interaction and purchasing intent.
Studies reveal that nearly 60% of podcast listeners are more likely to make a purchase after hearing a podcast ad. This makes podcasts a high-imPact channel foR encouRaging PuRchase intent among potential customers. By leveraging podcast sponsorships and targeted ads, we aim to position Johnnie Walker Blue Label as the go-to premium whisky for a sophisticated, engaged audience. This strategy will not only build brand awareness but also drive direct engagement, encouraging listeners to make Johnnie Walker Blue Label their whisky of choice.
social Media
Social media will also be a fundamental component of the advertising campaign. With a primary focus on social media platforms Instagram, Facebook, Snapchat, and Pinterest, we can create effective messages specifically targeted to each user’s personal taste. On Instagram and Facebook, we will reach the target audience through clever hashtags and guerrilla marketing tactics. We will also identify potential collaborations with luxury lifestyle and cocktail influencers on Instagram, Snapchat, and Facebook to promote Johnnie Walker Blue Label through
compelling posts, reels, and stories. The content will include the hashtag #EmbraceTheBlue to drive campaign recognition and social engagement. Research indicates that 86% of social media professionals report that social media advertisements increase brand awareness. When users see a social media advertisement, nearly 50% of them are likely to purchase from the brand. Our social media strategy will both drive users to purchasing avenues and increase their overall interaction with the Johnnie Walker brand.
searcH engine Marketing (seM)
Search Engine Optimization (SEO) is an essential component for the success of our campaign marketing strategy. By buying certain words and phrases that are commonly searched, Johnnie Walker can be positioned ahead of competitors. keywoRds like “luXuRy scotch,” “PRemium whiskey,” “blue,” “johnnie walkeR blue label,” and more will boost organic traffic across the brand website, blog, and e-commerce platforms to encourage direct purchases. Research has shown that websites that participate in SEO receive half of all total traffic on the internet, generating interaction on the website while building brand awareness and recognition.
website
The "Embrace the Holiday Blue" landing page on the Johnny Walker website will be a crucial source of information for consumers searching for campaign special events, links to influencers, contests, recipes, etc. This medium provides a captive audience for specific brand messages, where we can also measure click-through rates, reviews, and consumer feedback in real time. By increasing traffic on the website, we will reach a wider audience, increase top-ofmind brand recall, and create consumer consideration regarding future purchases.
guerrilla Marketing
‘25 On the Rocks believes that guerrilla marketing can be a very effective and memorable form of promotion. Approximately 60% of consumers say that guerrilla marketing is an effective tool for advertising, and more than 40% of millennials report having been influenced by guerrilla marketing at least once. It is an effective and relatively inexpensive way of promoting Johnnie Walker Blue to consumers as they go about their everyday lives to promote organic, word-of-mouth “buzz.”
aMbient advertising
Ambient ads, like SEO, allow us to promote Johnnie Walker Blue using words, phrases, and pictures in “unique and subtle” ways that will help build brand awareness. This medium offers another interesting way to reach a broader, more diverse audience. The agency will try to reach people when and where they least expect it. Passersby will be confronted with ads and celebrity influencer promotions in streets, stairwells, and outdoor spaces extending the campaign’s reach to the nearly 70% of consumers who respond well to ambient marketing.
social strategy Media
‘25 On The Rocks has crafted a comprehensive social media strategy that combines a tailored approach for each platform with a unified campaign message. The agency leverages the unique strengths of each platform to maximize awareness for the “Embrace the Holiday Blue” campaign. This strategy targets Generation Z and Millennials under 45, who fall into the Progressive Walker and Modern Luxury consumer categories.
the Plan leveRages johnnie walkeR’s united states social media account, @johnniewalkeRus, sPecifically on InstagRam, facebook, youtube, snaP chat, and PinteRest.
These platforms will play a key role in supporting the ‘Embrace the Holiday Blue’ campaign by engaging and attracting target consumers who seek to impress family members, friends, and important contacts with the perfect holiday gift. This will build on Johnnie Walker’s existing social media presence by expanding to include Snapchat.
The agency intends to feature content highlighting the Walker Winter Blue Gala, IFundWomen philanthropic event, other pop-up events, and holiday imagery to spark warm emotions within the target market. Using these holiday symbols will help connect Johnnie Walker with the same sentiments and memories naturally associated with the holiday season. To reinforce this idea, the campaign will also include weekly “foR the one that walks beside me” posts on the Johnnie Walker U.S. Instagram account. This trend will invite consumers to share an emotional story explaining why
someone in their life deserves a bottle of Blue Label. As users engage with our social media content through likes, comments, shares, saves, and direct messages, Johnnie Walker’s social media presence will expand, boosting followers, impressions, and views across all platforms. Consistent hashtags for posts across all platforms will include #embRacetheholidayblue and #bluelabelmoment. This consistency will help consumers become more familiar with the campaign’s messaging.
The content on these platforms will introduce a fresh perspective to Johnnie Walker and their Blue Label Whisky, enhancing its brand personality and increasing brand equity by reaching a broader target market. Encouraging viewers to engage with our content and celebrate their special moments with Blue Label will inspire the newest generation of whisky drinkers.
goals
•Position Blue Label as the gift for the special people in your life and for celebrating special moments.
•Increase overall Johnnie Walker brand awareness among the target demographic (21-44).
•Develop a lasting media impression for the campaign.
obJectives
• Drive additional traffic to its social networks through crossplatform advertising.
• Grow Johnnie Walker’s social media presence by increasing followers, impressions, shares, and post views.
•Create trending hashtags and interactive challenges that help boost brand awareness among younger consumers.
•Increase exposure to the “Embrace the Holiday Blue” campaign by targeting specific social media platforms.
InstagRam will seRve as a coRneRstone of the “Embrace the Holiday Blue” campaign by leveraging its visual storytelling capabilities to engage the target audience of 21–44-year-olds and position Johnnie Walker Blue Label as the ultimate holiday gift. The agency will effectively integrate Instagram and its respective features, such as the Story, Highlights, Reels, Shop, and various posts to formulate a cohesive social media outlet for engaging with our target audience. To that end, another effective promotion method is the integration of interactive community contests. Social media contests not only increase brand awareness among Gen Z and Millennials, but also encourage consumers to uncork Johnnie Walker Blue Label and properly celebrate the special moments they share with those they aspire to inspire.
useR-geneRated content
The first contest will focus on emotional storytelling through the recurring “foR the one that walks beside me” posts, which invite followers to share personal stories about someone deserving a gift of Blue Label. The participants who receive the most likes each week will be gifted a bottle of Blue Label to give to that special person in their life. These stories will be paired with elegant, holiday-themed visuals
The second user-generated contest, “johnnie walktail challenge,” encourages Instagram members to create and share their own cocktail recipes using any Johnnie Walker product. The contest will be hosted weekly and revolve around various holidays and special occasions throughout the campaign, such as Halloween, Thanksgiving, Christmas, Hanukkah, and New Years. Users can win a variety of prizes, including a bottle of Blue Label, Winter Gala tickets, exclusive access to Johnnie Walker pop-up events, and more. To enter the contest, users must make a short-
johnniewalker stepping ahead
Walk with us at the “Stepping Ahead Walk” In support of the IFundWomen efforts to help women entrepreneurs
that evoke warmth, luxury, and sentimentality. To enter the contest, participants will be asked to make a short-form video accompanied by #WalksBesideMe. Winning posts will be featured on the Johnnie Walker “Embrace the Holiday Blue” website page. User-generated content will also be featured through Stories and Highlights to create a sense of community and authenticity.
form video featuring the crafting process of their special holiday-inspired “walktail.” Accompanying the video, participants will need to include #WalktailChallenge in the caption section of their post to be entered into the competition. The post that has the most likes will be the featured winner. The winning videos will be displayed on the Johnnie Walker “Embrace the Holiday Blue” website page. In addition, the winning cocktails will be a featured drink for sale at various bar takeovers, pop-up events, and the winter gala.
Additionally, the platform will showcase premium visuals and videos that integrate Blue Label into aspirational holiday moments. Instagram Reels will feature quick, engaging content such as unboxing Blue Label, holiday cocktail tutorials, and behindthe-scenes glimpses of events like the Winter Wonderland Gala. Stories will offer daily updates, polls, and interactive elements such as question stickers to engage followers further, while Highlights will archive key moments.
Taking advantage of Instagram's shoP featuRe will drive users to the Johnnie Walker website, streamline product purchases, and facilitate the spread of campaign and brand awareness. While Blue Label and other Johnnie Walker products cannot be purchased directly from the website, the Shop will guide users directly to the “Where to Buy” tab providing the necessary information to purchase their own bottle of Blue Label.
To amplify reach, the campaign will also incorporate influenceR PaRtneRshiPs with creators in the luxury, food, and lifestyle niches. These collaborations will feature influencers sharing their own Blue Label moments to inspire their audiences, with consistent hashtags such as #EmbraceTheHolidayBlue and #BlueLabelMoment. These will help our target audience forge a sense of connection with the brand. Contests and giveaways will further incentivize participation, driving user engagement and spreading the campaign’s reach.
The campaign’s success will be measured by gRowth in followeRs, engagement Rates, imPRessions, and the volume of useR-geneRated Posts using the hashtags. By harnessing Instagram’s unique strengths of visual storytelling, interactivity, and community engagement. Johnnie Walker will create a holiday campaign that emotionally resonates with its audience while reinforcing Blue Label’s status as a premium gift for special moments.
Walks Beside
Our social media team will leverage Facebook, Johnnie Walker's most followed platform with 14 million followers, to connect with millennials and gen X audiences. The campaign will spotlight PR events and interactive cocktail-making contests, which will also be promoted on Johnnie Walker’s Instagram. This crossplatform strategy will ensure the contest reaches a diverse audience, catering to consumers' own preferred social media channels.
Integrating Instagram posts on Facebook through the dual-sharing feature will further enhance visibility and follower engagement. Likewise, the campaign will maximize Facebook’s group and event features to create a more personalized and interactive experience, deepening connections with the target audience.
The agency will utilize the dedicated facebook gRouP titled “johnnie walkeR blue label enthusiasts” to engage and update brand fans on PR events, exclusive offers, and cocktail recipes. This group will serve as a platform to create community, gather valuable feedback, and encourage brand loyalty.
A key focus of the group will be using facebook’s “events” featuRe to promote Johnnie Walker’s PR initiatives. These events include the “Stepping Ahead” walk, personalized holiday gift experiences featuring Johnnie Walker Blue Label, pop-up activations, festivals, concerts, and the Winter Gala. By creating an interactive and informative space, the group will deepen connections with the brand’s audience while driving participation in its premium experiences.
youtube‘25 On the Rocks recommends consistent content creation on Johnnie Walker’s YouTube channel, which boasts nearly 83,000 subscribers, to position Johnnie Walker Blue Label as the ultimate holiday gift. Currently featuring shorts and clips highlighting Johnnie Walker products, this content can be repurposed across platforms like Instagram and Snapchat to maximize reach and engagement.
To further enhance brand awareness, the agency will introduce vlogs showcasing behind-thescenes moments from PR events hosted during the campaign. A highlight of this initiative includes collaborating with a celebrity attending the Winter Gala and inviting them to vlog their experience and share their perspective of Johnnie Walker Blue Label. This approach will create engaging, authentic content that resonates with a broader audience.
snapcHat
We will focus on a Snapchat campaign for Johnnie Walker Blue Label that concentrates on creating filters that stand out and showcase the brand’s premium vibe. We will design filters with attractive elements like the iconic Blue Label bottle, gold and blue accents, and celebratory text with the Johnnie Walker symbol. These designs will be sleek, fun, and shareable–perfect for Snapchat stories. Whether it’s a virtual toast or a snapshot of a cocktail, these filters will turn every moment into a celebration of the luxurious Johnnie Walker Blue Label experience.
Although one may think that Snapchat is targeted towards younger people, the fact is that 30% of Snapchat users in the U.S. are aged 26–35, and nearly 20% are 36–45. So, a significantly large portion of its audience matches our campaign target: sophisticated, premium brand fans. These statistics show that Snapchat reaches an older audience who has the potential to enjoy high-end products.
At PR events, we will encourage guests to use these filters and geotags to share their moments directly on Snapchat stories. We will also create a special Johnnie Walker public story, where everyone can add their snaps, making it a place for people to share their experiences and show off the brand. The filters will inspire consumers to use them, turning the public story into an explosion of fun, engaging content. This will not only showcase Johnnie Walker Blue Label as exciting but also incite users to celebrate life’s big moments with a mix of tradition and fun.
Our team will leverage Pinterest to promote brand awareness, grow consideration, and drive conversions through content marketing. Our plan includes Blue Label cocktail recipes and curated PR event photos that feature the updated Blue Label aesthetic.
The platform's average age demographic (18-34) conforms with the target market of this campaign, making it a great fit. Typical users of this platform use this app for party/event inspiration, while avoiding “in-your-face” advertising and searching for content matches their personal goals, values, morals, and overall vibe.
The "Embrace the Holiday Blue" campaign for Johnnie Walker Blue Label is designed to elevate the brand’s position as the premier luxury whisky for gifting and celebrating during the holiday season. This comprehensive PR strategy aims to captivate a new generation of responsible, discerning drinkers while reinforcing the brand’s history of excellence and prestige. The ‘25 on the Rocks Public Relations team will position Johnnie Walker Blue Label as the ultimate symbol of sophistication and generosity appealing to established connoisseurs and aspiring young professionals seeking to make a lasting impression.
public relations strategy
Targeting 21-44-year-olds, we will host interactive and engaging experiences that will leave a lasting impression on attendees. These hands-on events will educate participants about the craftsmanship behind Johnnie Walker Blue Label and create shareable moments that extend the campaign’s reach through paid, earned, and shared media. Through multiple social media outlets, influencers and celebrities will share sponsored content that resonates with our target audiences and generates excitement for various events. These endorsements will attract and appeal to a broad range of demographics.
Earned media will heighten the impact and reach of the campaign, while our shared media will drive organic engagement and real-time feedback.
The “Embrace the Holiday Blue” campaign will include pop-ups, fundraiser walks, social media live streams, and will ultimately climax with a winter gala. These events will allow the Johnnie Walker Blue Label brand to shine throughout the holiday season.
Our goal is to increase engagement with Johnnie Walker Blue and foster prospective customers through point-of-purchase advertising and strategic product placement.
obJectives
•dRive attendance to all camPaign events.
•geneRate incReased consumeR social media inteRaction acRoss multiPle PlatfoRms.
•stimulate media coveRage of all bRand activities, events, and the camPaign itself.
•IncRease oveRall bRand awaReness of johnnie walkeR blue.
public relations strategy
pHilantHropic event
‘25 on the Rocks recommends that Diageo sponsor the Johnnie Walker Blue Label “Stepping Ahead Walk,” a groundbreaking event in support of women entrepreneurs, as a collaborative effort between Johnnie Walker and its current for-profit partner, IFundWomen.
The IFundWomen organization is a comprehensive marketplace explicitly designed to raise money for women-owned businesses. Founded to close the funding gap for women entrepreneurs, IFundWomen offers a multi-faceted approach to supporting women in business, “stepping ahead” of the curve for their successful futures.
This high-profile philanthropic initiative will take place in all three campaign target markets – New York, Los Angeles, and Chicago – bringing together celebrity ambassadors, successful businesswomen, and supporters from all walks of life. Select Blue List restaurants from each target city will be invited to “step up” as co-sponsors. Event participants will also be encouraged to network, share experiences, and gain inspiration from industry leaders, while helping to raise funds for women-owned businesses.
With its unique blend of philanthropy, networking, and celebration, the 5K Walk will demonstrate the brand’s commitment to progress, entrepreneurship, and inclusivity, helping to create a powerful platform for everyone to “step ahead” and support women’s empowerment in the business world. This collaboration also supports the brand’s broader
initiatives, such as the Jane Walker brand, which celebrates women’s achievements and promotes gender equality.
The agency will encourage Blue List restaurants across the country to hold “Watch Party” events to support the target market “Stepping Ahead Walks.” They could offer tastings, special JW Blue cocktail pairings, games, auctions, raffles, etc. during the event to raise additional contributions for the fund. An online option to “Fund Your Own Walk” will introduce a special consumer contest, Step Up to Walk & Win! The person raising the most money will win the grand prize: two tickets to The Walker Winter Blue Gala 2025 in New York City. The winner will also receive a bottle of Blue, a round-trip flight for two, and an overnight stay at The Plaza Hotel.
A promotional tee-shirt featuring Johnnie and Jane Walker, along with the IFW logo, will be distributed to all participants in a specially designed canvas “Goodie Bag” featuring a similar logo. This will create walking billboards spreading goodwill and excitement throughout our target markets helping to build shared community values and increase brand affinity and equity.
pop-ups events & event sponsorsHips
To emphasize the experiential aspect of the Embrace the Holiday Blue campaign, ‘25 on the Rocks suggests implementing a series of pop-up events in the target cities of New York, Los Angeles, and Chicago. These pop-up events will appeal to a younger demographic willing to spend money on new experiences, perceived quality, sophistication and exclusivity.
Concert halls and entertainment venues, which often appeal to younger consumers, often offer on-site alcohol sales. The agency will facilitate partnerships with recognized high-profile events in our target markets to link the brand to these special, memorable occasions. Johnnie Walker Blue could also sponsor appropriate concerts and carefully curated events at existing Blue List restaurants, such as Campbell’s, a jazz bar in New York City, to bring consumers together for entertainment, dining and Blue. Concert sponsorships such as these would build on the momentum created by previous events. For example, the Johnnie Walker’s Moonrise Gala in Los Angeles, a partnership with 88rising, was one such success that honored Asian artists and musicians. These concerts and events will energize younger consumers, who could become the next generation of Johnnie Walker Blue enthusiasts. Another opportunity to expand our brand connection with the communities we serve would be sponsorships of, and participation in, local artisan festivals. Holiday markets, like the Bryant Park Winter Village or the Chicago Holiday Makers Market, host guests of all ages that are searching for the best gifts for their loved ones. Blue Label’s fine, hand-crafted recipe is just as precious as the finely crafted furniture or art that become family treasures. Consumers looking for new
experiences can be encouraged to “Uncork Blue” by trying mini cocktails at a Johnnie Walker tent, allowing them to sample and judge the quality of its flavors for themselves. Artisan fairs draw those who are willing to spend a bit extra for quality, allowing Johnnie Walker another opportunity to position Blue Label as the ultimate gift for those with refined taste. Holiday cheer, warmth, and customized POP gift-wrapping options such as specialized bottles, unique wrapping paper and personalized messages will drive holiday sales and connect these events to the Embrace the Holiday Blue campaign. These artisan festivals also occur throughout the year, which will extend the campaign beyond the holiday season.
Finally, to generate additional campaign buzz, we suggest menu and bar takeovers at local restaurants featuring all-new Johnnie Walker Blue cocktail combinations. Blue and gold lights illuminating the venue, klieg spotlights shining the Striding Man logo high in the sky above the locations, special Johnnie Walker ribbons, and a pop-up stand for gift customization will all combine to signal these pop-up and takeover locations. Large Johnnie Walker Blue replica bottles will identify future sites for later events to drive natural buzz and curiosity.
Walker Winter blue gala
Johnnie Walker will present and sponsor the Walker Winter Blue Gala 2025, taking place in mid-December as the new year approaches. A dedicated landing page on the existing website will allow potential attendees to learn more information about the event and provide easy access to a registration portal for securing tickets. The number of available tickets will be strictly limited, ensuring the exclusivity of the gala to create an increased desire to attend this event. The portal will also allow those not able to attend the gala to still contribute donations to the cause. All proceeds will be donated to IFundWomen, our philanthropic partner. Ticket Holders will be granted access to the event in Manhattan and entry into special raffles. The raffle prizes will range from a dinner for two at one of the “Blue List” restaurants, to a Johnnie Walker Blue sponsored ski trip to Aspen. The event will also be catered by the five “Blue List” restaurants in the city where Blue cocktails will be served. A specialty collector’s bottle of JW Blue, featuring snowflakes that appear on the bottle once chilled, will also be available for sale exclusively at this event.
