01. Marketing Challenge
Diageo, the company that owns the Johnnie Walker brand, had helped the brand to become the most widely distributed scotch brands globally. In 2015, 226.2 million 750 ml bottles of a Johnnie Walker product were purchased. Meanwhile their marketing tactics were growing costly and ineffective. Specifically for Johnnie Walker Blue.
Diageo brought VIBRANT a challenge: Put more high-end premium Johnnie Walker products into the hands of Whiskey and Scotch connoisseurs. And do so in an engaging, educational, and innovative fashion. We started with a goal of 10 thousand consumers educated in the first 12 months.