Uploaded byMarc Guison
Johnnie Walker
Johnnie Walker is the world's best-selling scotch whisky, available in over 200 markets and outselling its nearest rival by over 10 million bottles annually. The brand has received numerous awards, including a royal warrant from King George V and multiple gold medals at prestigious competitions. An email campaign in 2012 resulted in significant subscriber growth and increased engagement with their audience.
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Johnnie Walker
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- 3. Walking Since 1820 • Johnnie Walker is the biggest selling Scotch Whisky in the world and can be found in over 200 international markets. • The brand outsells its nearest rival by over 10 million bottles a year. Wednesday, February 8, 12
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- 5. Awards • In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal Warrant to supply Scotch Whisky to King George V and the company has remained an official purveyor of Scotch Whisky to the British Royal Household ever since. Wednesday, February 8, 12
- 6. Awards • In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal Warrant to supply Scotch Whisky to King George V and the company has remained an official purveyor of Scotch Whisky to the British Royal Household ever since. • Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits Competition (IWSC) in the blended Scotch Whisky category. The brand has also consistently won the Gold and Grand Gold Medals at the Monde Selection Awards. Wednesday, February 8, 12
- 7. Awards • In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal Warrant to supply Scotch Whisky to King George V and the company has remained an official purveyor of Scotch Whisky to the British Royal Household ever since. • Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits Competition (IWSC) in the blended Scotch Whisky category. The brand has also consistently won the Gold and Grand Gold Medals at the Monde Selection Awards. • In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best Distiller in the World”. Wednesday, February 8, 12
- 8. Awards • In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal Warrant to supply Scotch Whisky to King George V and the company has remained an official purveyor of Scotch Whisky to the British Royal Household ever since. • Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits Competition (IWSC) in the blended Scotch Whisky category. The brand has also consistently won the Gold and Grand Gold Medals at the Monde Selection Awards. • In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best Distiller in the World”. • At the 1994 Monde Selection Awards, Black Label won the Grand Gold Medal. Wednesday, February 8, 12
- 9. Awards • In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal Warrant to supply Scotch Whisky to King George V and the company has remained an official purveyor of Scotch Whisky to the British Royal Household ever since. • Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits Competition (IWSC) in the blended Scotch Whisky category. The brand has also consistently won the Gold and Grand Gold Medals at the Monde Selection Awards. • In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best Distiller in the World”. • At the 1994 Monde Selection Awards, Black Label won the Grand Gold Medal. • In the same year, the IWSC awarded the brand not only the Gold Medal, but also the Littlemill Distillery Trophy for the Best Blended Whisky. Wednesday, February 8, 12
- 10. Awards • In 1933 as a mark of the growing stature of Red Label, Johnnie Walker was granted a Royal Warrant to supply Scotch Whisky to King George V and the company has remained an official purveyor of Scotch Whisky to the British Royal Household ever since. • Johnnie Walker has won numerous Gold Medals at the International Wine and Spirits Competition (IWSC) in the blended Scotch Whisky category. The brand has also consistently won the Gold and Grand Gold Medals at the Monde Selection Awards. • In 1996, the IWSC presented the Johnnie Walker company with an award for the “Best Distiller in the World”. • At the 1994 Monde Selection Awards, Black Label won the Grand Gold Medal. • In the same year, the IWSC awarded the brand not only the Gold Medal, but also the Littlemill Distillery Trophy for the Best Blended Whisky. • In 1996 it won the IWSC gold medal for the Best Deluxe Scotch Whisky. Wednesday, February 8, 12
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- 12. Promotion • Johnnie Walker appeals to the well-established men. • The Striding Man represent progress, vitality and substance. • Johnnie Walker Black Label and golf go hand in hand. • In the PGA European Tour and in the Johnnie Walker Classic held in Asia, players are inspired to reach new goals through initiatives such as the Johnnie Waker Tour Course Record Award. Wednesday, February 8, 12
- 13. Johnnie Walker Email Campaign Wednesday, February 8, 12
- 14. Results JohnnieEmail Campaign Walker 2630 new subscriptions were captured within the first week! Over 25 000 emails were sent to unique addresses Over 200% growth in subscribers to Johnnie Walkers’ Striding Man Society. Conversion rate of about 29% Reminder emails added a 10% increase in unique click through activity against the viral email. Wednesday, February 8, 12
- 15. Marc Guison Brand Management Ateneo Graduate School of Business 08 February 2012 Wednesday, February 8, 12