Diageo
With a forte in strategic partnerships, Mercury was appointed by Diageo to promote their exquisite blended scotch whisky, Johnnie Walker Blue Label (JWBL), made from some of Scotland's rarest whiskies. The brief was to create the perfect Christmas accompanying gift brand in order to reach an influential, younger audience.
Impact
- A standout launch event with over 100 top tier guests in attendance, including Radio DJ and presenter Lilah Parsons, supermodel Ajak Deng, socialites Alistair Guy and Sam Fischer
- Key coverage pieces achieved in Centurion, Robb Report, BA High Life, Departures, Brummell etc as well as 26 pieces of online and a staggering 76M+ reach. In addition, interviews were secured in ES and This is Money editorial and podcast
- A strategic influencer gift outreach meant coverage appeared on influential posts including: Danielle Peazer, Julia Kors, Rosie Fortescue and London Fitness Guy
- Finally, we also worked closely with a design company to create an in-store week-long customer activation and arranged for JWBL to be the UK 2022 tour sponsor for The Diary of a CEO
Approach
By collaborating with luxury audio brand, Bang & Olufsen and Steven Bartlett, host of Europe’s no. 1 business podcast The Diary of a CEO, we were able to reach a younger, tech driven and entrepreneurial audience.
Working in partnership with an events production agency, we hosted a Christmas launch event at Harvey Nichols’ Knightsbridge store to unveil the limited-edition Christmas gift set with an exclusive live ‘in conversation with Steven Bartlett’ talk and with award-winning drinks writer & presenter, Helena Nicklin.
This was prior to Bartlett appearing on BBC’s Dragon’s Den as the youngest ever Dragon inspiring the next generation of trailblazers to, in Johnnie Walker’s words, ‘Keep Walking.’
