"Personalise Your Bottle"

Our Objectives

To stimulate customer consideration of Johnnie Walker whiskies as a special gift, over and above any and every other product, in Duty Free shops around the world. To encourage current Johnnie Walker drinkers to "trade up" from Johnnie Walker Red and Black Label to purchase one of the higher price, premium Johnnie Walker variants.

Our Strategy

We developed an in store service that would position Johnnie Walker as a unique gift. We created the facility for customers to have a personalised message laser engraved on to their choice of Johnnie Walker bottle while they waited. They could even watch it happen! The process took just 90 seconds, so passengers had no concerns about missing their flight.

The Results

Sales of higher price Johnnie Walker Gold, Pure Malt and Blue variants increased by an average of just over 140% in participating Duty Free shops during the promotional period. Purchase by females increased by 275% as the offer was seen as a "once in a lifetime" gift.