Taking Johnnie Walker to new heights with a new highball serve

Johnnie Walker, is a Diageo-owned premium Scotch whisky. Traditionally considered to be best served neat on the rocks, the brand wanted to shift perspectives on how whisky should be consumed, by shaking things up with its new hero serve, the highball

Pink cocktail sit amongst ingredients and a Johnnie Walker bottle
Brief.

To launch the new serve, Johnnie Walker partnered with five of Australia’s most exciting bars; Maybe Sammy, Scout, Icebergs, Bar Margaux and Capitano, to create an exclusive Johnnie Walker highball cocktail on the menu for a limited time. In addition, the Johnnie Walker Highball Bar activation brought to life the highball serve at one of the nation’s most incredible arts festivals, Adelaide Fringe. Example was tasked with amplifying these partnerships whilst refreshing perceptions of Scotch and bringing the Johnnie Walker Highball into the spotlight.

Solution.

Example created a two phased campaign focused on a trend and event-focussed press office, and influencer content amplification.

Phase one saw Example using a pool of assets including industry data, interviews with the hottest partner bar owners, and quotes from whisky experts to position the highball as the most desirable cocktail of the Summer. Underpinning the campaign was an influencer campaign working with targeted culture vultures to offer them highball experiences at the partner bars in return for social media amplification.

In the second phase, Example targeted a selection of key media and influencers (including GQ, Whimn, Sitchu, Man of Many and influencers @alishayi and @dapper.tude) to attend a weekend famil which allowed them to become immersed in the Johnnie Walker Highball experience, including a visit to the Adelaide Fringe festival bar and to highlights of the festival, a tour of the city’s hottest bars and a exclusive highball-paired dinner at Africola. The famil provided media with various Johnnie Walker-narrative newsworthy angles to help change perceptions of the spirit. Underpinning phase two was a highly targeted press office promoting the Johnnie Walker Highball Bar at Adelaide Fringe Festival resulting in coverage that included including Channel 7 news.

Bottle of Johnnie Walker next to two orange coloured cocktails
Africola menu cobranded with Johnnie Walker
Entry to Adelaide restaurant Africola
Head Chef Duncan Welgemoed speaking at his restaurant Africola
M+
AUDIENCE REACH
M+
SOCIAL MEDIA REACH
PIECES OF COVERAGE SECURED
BRANDED AMBASSADOR POSTS
Two people embrace at Africola

“If you find yourself between shows, you won’t find a better place to relax than the Johnnie Walker Highball Bar in the Gluttony district. Perched at the top of a small hill with a bird’s eye view of the whole festival, it’s the perfect place to sit back with one of Johnnie Walker’s new signature highball cocktail — it’s the perfect way to cool down and relax on a hot summer’s day”

AWOL

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

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