WINNER: Gold Sabre Award for Best Latin American Campaign and Best Launch Campaign at the International Spirits Challenge Awards.
After managing the highly successful launch of ‘King George V’ in 2008, IdeaZeit was invited to create a Latin American launch program for the new pinnacle of the Blue Label family, ‘The John Walker’. The idea was not to out-do the previous “touch of royalty” concept created for King George V with an even more opulent or ostentatious event. Rather, we were asked to set a new tone of discreet luxury for The John Walker that reflected its staggering $3,000 price-point.
Our answer: ‘The John Walker House’, a 100% proprietary experience in a private residence in an exclusive location in each city, with rooms designed to create ideal environments for the Blue Label brand experience, and hosted by Blue Label Global Brand Ambassador Jonathan Driver and with the Master Blender, Dr. Jim Beveridge. Events took place in Puerto Rico, Brazil, Mexico, and Dominican Republic, the latter being hosted by the British Ambassador at his residence.
In addition to the concept development and media strategy, the client required us to ensure quality and consistency as well as stage-manage the four-country entire tour. We designed and created everything from gold-embossed stationery, to custom press kits in burl-wood boxes, to brand tea caddies containing an exclusive tea blend created in honor of John Walker’s early career as a grocer. Media, retail partners and consumers were suitably impressed by the results, press coverage has exceeded expectations, and the entire supply of allocated product was sold out within days.
