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Gold Label was suffering from a lack of identity within the Johnnie Walker portfolio, and was overlooked in favour of other, more popular, variants.
We developed a complete repositioning of the brand, building from the ground up with an entirely new brand strategy - target audience, serve strategy, comms & culture.
Gold Label was positioned as the bold choice for those that think differently, drawing parallels with the irreverent world of luxury fashion. A new, more accessible serve, GOLD&APPLE, was at the heart of the strategy positioning Gold Label in a way that is appealing to non whisky drinkers. In fact, we never talk about whisky at all, abandoning traditional whisky cues in favour of a more attitudinal approach.
The comms platform ‘GOLD&’ focussed on collaboration, leading to work with legendary graphic Designer Eike König to create the branding, multidisciplinary designer Robert Storey for an in-bar experience, and fashion designer Louise Gray to create bespoke packaging.
The work was so well received by Diageo that it has lead to a complete repositioning of the Johnnie Walker trademark.