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A journey to explore Scotland’s rarest whiskies.

Johnnie Walker was looking to use Blue Label to recruit a new wave of luxury consumers, but its existing status-led positioning wasn’t relevant to them.

With a deep appreciation of quality & craft driving new luxury purchases, we quickly realised Johnnie Walker needed to shift their narrative to focus on celebrating the quality of the Blue Label liquid.

JWBL Liquid Close Up
JWBL Stills 1
JWBL 48 Sheet
JWBL Socials