The launch of Johnnie Walker White Walker

The Brief

In April 2019 Johnnie Walker launched the limited edition White Walker in collaboration with Game of Thrones and HBO . The new White Walker by Johnnie Walker  scotch whisky was inspired by the enigmatic and feared characters on the hit show. The innovative whisky best served from the freezer utilises temperature sensitive technology that reveals the words “ winter is coming” on the bottle when frozen. Capacity Relations objective was to ensure the new partnership was launched effectively with impact, and that Johnnie Walker remained the hero in all communications. Our role was to create awareness, FOMO; hype and incredible attendance at the main event as well as the smaller screenings , while achieving a significant ROI of positive branded coverage on traditional and non-traditional media platforms.

The Solution

Capacity Relations was responsible for launching this new innovation and liquid to media by ensuring the launch event was filled with the right media and celebrity guests; We also seeded packs of the liquid to a relevant list of trade, marketing, lifestyle and entertainment media as well as influencers that love the show, and love Whisky. We hosted guests nationally at Nu Metro screening evenings where guests got to experience the first episode before anyone else creating the ultimate GOT FOMO. Over and above the media engagements we worked with some of our existing Johnnie Walker influencers to post on social media platforms throughout the GOT season. We were challenged with a KPI of R3 million worth of coverage and  , over-achieved with R7 234640 worth of coverage over 3 weeks with additional remarkable amounts of social media engagement- this not only affected the perception of the brand and made it more culturally relevant; Johnnie Walker white Walker sold out on within 24hrs and demand for the product increased significantly.

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