I researched the legacy Scotch brand Johnnie Walker to find stories and peoples' perceptions around the brand. Based on actual quotes, I crafted several creative marketing strategies targeted at different audiences and optimized for different channels, from TV to social media.

1. Deloitte Digital Copyright © 2015 Deloitte Digital LLC. All rights reserved.
I go by Johnnie Walker yet I don't
drink Scotch. I've tried the best, just
can't do it. Good bourbon all the way.
The other little ditty of irony: I grew up
in a small town in VA named
Kilmarnock. There's two Kilmarnocks
on the planet, mine and the one in
Scotland, which is where Johnnie
Walker Scotch is made!! Weird right?
Not my parents planning, just family
names that happen to come together.
An actual man named Johnnie
Walker who unfortunately does not
like Scotch. The irony is too good to
be true. Wouldn’t it be great if we
could change his mind?
People love irony. People love
“ordinary” to “overnight sensation”
stories.
Find Johnnie Walker. Interview him
about what it’s like growing up with
the name Johnnie Walker and hating
Scotch. Fly him out to Scotland and
do a proper tour of the distillery and a
Johnnie Walker tasting.
Scenario A: Johnnie Walker walks
away with a new-found appreciation
and love of Scotch.
Scenario B: After the trip and
experience of a lifetime, Johnnie
Walker still dislikes Scotch. This
becomes light-hearted and/or funny.
Think UK show “An Idiot Abroad”
Media: Film
http://bit.ly/1XcE0
Sz
JOHNNIE WALKER
INSIGHT INSPIRATION ART

2. Deloitte Digital Copyright © 2015 Deloitte Digital LLC. All rights reserved.
Love this shoe. Went all over town
looking for a second pair for my
younger brother. No dice. We wear
nearly the same size and he had an
event he wanted to wear them to. Did
I loan 'em to him? Yeah. I did. And I
felt like I hadn't since my daughter
was a teen out on a date! Sittin'
around, all tremble-handed with a
tumbler of Johnnie Walker Blue,
fearing my shoes would come home
to me somehow all jacked up. But,
little brother didn't let me down. He
brought 'em back immaculate.
Johnnie Walker is there when you
need it most. It can bring you to a
state of zen faster than you can say
“Om.”
People love emotions and scenarios
to which they can relate.
Create charming scenarios where
people are nervous and then it’s
revealed that they had nothing to
worry about:
- A father nervously waiting for his
daughter to return home from a first
date.
- A father nervously waiting for his
son to return home from driving the
family car for the first time.
- A young man nervous about asking
his partner to marry him.
Media: TV
http://bit.ly/1R4Frxp
JOHNNIE WALKER
INSIGHT INSPIRATION ART

3. Deloitte Digital Copyright © 2015 Deloitte Digital LLC. All rights reserved.
Coach Pat Riley, who gets a reported
$75,000 when hired to deliver
motivational speeches, worked in
anecdotes on everything from sipping
Johnnie Walker Blue to playing
James Ingram records to how even at
69 years old he still finds himself
dreaming big.
Pat Riley is widely regarded as one
of the greatest NBA coaches of all
time. He’s freely sharing his love of
Johnnie Walker Blue.
Interview Riley over drinks about
some of the highlights of his career
and life.
Interview other influencers over
drinks.
- For the classy version, think Hilton
Hotels’ “Bedtime Stories” series.
- For the edgier version, think Vice’s
“F***, That’s Delicious” series.
Media: YouTube series
http://bit.ly/1QGqul
S
JOHNNIE WALKER
INSIGHT INSPIRATION ART

4. Deloitte Digital Copyright © 2015 Deloitte Digital LLC. All rights reserved.
Re: Groomsmen gift ideas
I gave each of my groomsmen a
bottle of Johnnie Walker Blue Label.
Two of the guys weren't big scotch
drinkers, but they appreciated the
thought and like to show off the bottle
in their man caves/wet bars.
Johnnie Walker is the best way to
show your love and gratitude when
you really want to express it. Your
best man, your favourite teacher,
your retiring army commander.
Content contest: If you had a bottle of
Johnnie Walker Blue, who would you
gift it to? We will choose a new
nominee each week and surprise
them with a bottle of Blue Label.
Goal: Increase social likes and
followers
Media: Twitter, Facebook
http://bit.ly/1NqueaS
JOHNNIE WALKER
INSIGHT INSPIRATION ART
My CA gets a bottle of Johnnie
Walker Blue after each deal. My
family and I have dealt with him for 6
years and he has always gone the
extra mile to make a deal happen. I
believe in rewarding exceptional
service. http://bit.ly/1lHMQaa

5. Deloitte Digital Copyright © 2015 Deloitte Digital LLC. All rights reserved.
I used jw blue to marinate a steak
and my buddy thought it was simply
amazing.
Cooking with Johnnie Walker. People
love cooking shows and over-the-top
dishes.
Sponsor a popular cooking show
episode and have the contestants
cook with any of the Johnnie Walker
variants.
Media: TV
http://bit.ly/1NqueaS
JOHNNIE WALKER
INSIGHT INSPIRATION ART

6. Deloitte Digital Copyright © 2015 Deloitte Digital LLC. All rights reserved.
Fantastic taste while your taste buds
hold out (First shot strips the walls of
your brain cavity, second moves in
the new Rococo furniture and carpets
the walls and the third burns the
place down for the sake of good
taste.)
While this comment was not in
reference to Johnnie Walker, it is
hilarious. People love witty, over-the-
top writing.
Ask for content submissions (or
create our own content) describing
exactly how disorientingly delicious
Johnnie Walker tastes. Share out the
funniest submissions, possibly even
getting a comedian or a personable
brand ambassador to read them
aloud. Think Jimmy Kimmel’s “Mean
Tweets” segments.
Media: Twitter
http://bit.ly/1NNvBuv
JOHNNIE WALKER
INSIGHT INSPIRATION ART