JOHNNIE WALKER® gave us members of the media a sneak preview of their new campaign on 14 October 2014 at Hubba Hubba in Kuala Lumpur. The preview was for its BLACK LABEL® variant with international artist, Mattia Biagi, as part of the JOHNNIE WALKER® CHARACTER series. This new direction moves away from its association with Formula One and celebrates the individual taste and personality profiles of the different JOHNNIE WALKER® variants.
In line with the brand’s “KEEP WALKING” philosophy which encourages continuous development and improvement, the CHARACTER series celebrates the progressive spirit of JOHNNIE WALKER® fans and its whiskies.
Spearheading this new campaign is a new TVC by Mattia Biagi, famous for his powerful black artworks. JOHNNIE WALKER® challenged him to find the perfect expression of the character of BLACK LABEL and show the powerful beauty of black. The result is the TVC which showcases dramatic transformation, as items symbolising classical luxury are turned strikingly black and intense with the use of paint and fire, and consumers are inspired to “HAVE BOLD TASTE AND INTENSE CHARACTER”.
Natalie Harley, Senior Brand Manager of JOHNNIE WALKER® Malaysia shared, “MAKE IT BLACK is a very literal celebration of the incredible drink that has brought us all together today. However, expect the unexpected this Halloween, as we have a lineup that is going to blow everyone away. We have been working with numerous local talents, people who have mastered their craft and share the same passion and creativity that we do, to create a showcase performance. We wanted to bring something new and exciting to fans of JOHNNIE WALKER® BLACK LABEL® and hope they join us on the 31st October as we set the night on fire! Fans know the instantly recognisable smoky, complex yet balanced flavours of JOHNNIE WALKER® BLACK LABEL® but some have forgotten the progressive and inspirational spirit that John Walker bottled when he created this iconic whisky. We hope to re-ignite their passion and inspire our fans to start thinking differently about JOHNNIE WALKER® BLACK LABEL®. We’re taking a huge risk with the elements in this performance but we wanted to honour our core ethos. We hope that guests leaving MAKE IT BLACK, 31ST October, see that making bold statements and having courage in your convictions leads to amazing results and go on to feel inspired to express their individuality with their own bold statements.”
So what’s in store for consumers?
Well the JOHNNIE WALKER® BLACK LABEL® MAKE IT BLACK series of events are designed to bring to life the boldness and intensity of the new campaign for fans to enjoy. Following the two club level events at Pixie Mansion and Zouk Club KL, JOHNNIE WALKER® will be having a big MAKE IT BLACK event this 31st October in Kuala Lumpur, Malaysia.
The MAKE IT BLACK campaign sees the brand moving away from the classic image of JOHNNIE WALKER® BLACK LABEL® and presenting an edgier, more vibrant personality. MAKE IT BLACK is inspired by Generation Y, the young, independent risk-takers, and aims to inspire consumers to leave lasting impressions through making bold decisions.
The event is by invitation only, and for more info you can head over to http://www.facebook.com/JohnnieWalkerMalaysia