Multi-sensory whisky experiences designed by bartenders for bartenders. Johnnie Walker Black Label Society is a national advocacy platform built to educate, immerse, and inspire bartenders to engage with the Johnnie Walker Black Label portfolio in culturally significant ways.
The ask
Create a premium advocacy experience that could scale nationally to encourage lasting brand advocacy and encourage Johnnie Walker consumption.
What we DID
We delivered tiered signature experiences across 4 states. The program included three rotating immersive environments: a Headshot Studio, Sensory Tasting, and a Bold Blends Lab.
Branded merchandise extended Johnnie Walker’s presence beyond the event, transforming attendees into ongoing brand advocates.
