Previously the brand’s whisky mentoring events were only available to 5 per cent of Blue Label drinkers, but in a bid to tempt new consumers to try Johnnie Walker people across the globe will now be able to enjoy the experience at select bars and events.
OBJECTIVE
In the whisky sector, innovation is a slow moving process. Johnnie Walker wanted to bring the classic experience of whisky mentoring into the digital age by creating an interactive and engaging experience for consumers to interface with their Sommeliers inside within an app. The challenge was to create an experience that consumers wouldn’t forget while, at the same time, highlighting the complex flavors of Johnnie Walker Blue Label for a new generation of whisky drinkers.
EXECUTION
To address these issues, Iris partnered with MediaMonks, to develop an innovative solution called the Ultimate Immersive Mentoring experience. This initiative aims to bring high-quality whisky mentoring to a global audience through local brand ambassadors.
Inspired by Johnnie Walker’s six distinctive whisky flavors—Fresh, Fruit, Malt, Spice, Wood, and Peat—the immersive flavor journey was created. This interactive experience is available on both Android and iOS platforms, ensuring widespread accessibility. It empowers brand ambassadors located anywhere in the world to deliver a world-class whisky mentoring experience, regardless of their level of knowledge.
Johnnie Walker Blue Label is Walker’s rarest blend and its flavour profile can seem complex to the uninitiated. To attract new digitally savvy drinkers to the brand we redefined the whisky mentoring experience . The brand only has a limited number of whisky experts in market so a quality mentoring experience is restricted to a limited few. We created a tablet based solution targeted at potential drinkers in modern on trade bars. Brand Ambassadors armed with our immersive tablet experience can now take quality whisky mentoring to more people whilst increasing their understanding of the six core flavours: Fresh, Fruit, Malt, Spice, Wood, Peat. Our journey immersed people in environments inspired by the key Blue Label flavours. By using a multi-sensory approach the combination of visual, aural and tactile elements enhanced people’s recollection of the key flavours. A soundscape featuring a specially composed symphony further enhanced the user’s understanding.
The Digital Mentor aspect of this experience has proven highly effective. It enhances the user’s recollection of the key whisky flavors by an impressive 38% when compared to traditional whisky mentoring methods. By leveraging digital technology, Johnnie Walker has successfully made the whisky tasting experience more engaging and memorable, ultimately helping to attract and educate a new generation of whisky drinkers.
