Johnnie Walker Vault is an exclusive, immersive experience where Scotch whisky becomes deeply personal. Those lucky enough to be invited within the Johnnie Walker Vault – a subterranean treasure trove hidden under Johnnie Walker Princes St in Edinburgh – receive a hand-blended expression that translates their life stories, experiences and journeys into something tangible.
We were lucky enough to be Johnnie Walker’s lead global communications agency on the Johnnie Walker Vault launch. Through bespoke experiences for journalists across Lifestyle and Whisky press – providing unprecedented access to the iconic Johnnie Walker brand – we were able to share a narrative filled with wonder and awe, earning comprehensive coverage from standout titles
With excitement levels established through the official launch, we kept the conversation enduring through three major cultural moments that drove earned media and social buzz.
We kicked off with the launch of Couture Expression, the inaugural limited-edition release from the Johnnie Walker Vault, co-created by Johnnie Walker Master Blender, Dr Emma Walker, and the acclaimed French couture designer, Olivier Rousteing.
Facilitating in-depth interviews with Olivier, we worked with our agency partners across key markets to secure coverage in leading fashion, lifestyle and drinks media such as Grazia, W Magazine, GQ, Whisky Magazine and Essence.
We also amplified the collaboration across all Diageo owned social media channels and announced it to the business via Viva Engage, ensuring internal communications remained a key component of our strategy, not an afterthought.
The next step was a Couture Expression celebration for VIP guests, media and internal stakeholders, followed by a cocktail party for 150 guests, including Hunter Schafer, Nicky Hilton, Lupita Nyong’o and Stormzy.
On the ground we hosted international media, supported with managing content shoots for Vogue and Tatler Asia, facilitated interviews with Olivier, and manged all internal stakeholders with briefings and scripting.
Speaking of VIP, a partnership with Priyanka Chopra Jonas saw Johnnie Walker go behind the scenes of her final fitting with Olivier Rousteing for The Met Gala, with social posts shared to Priyanka’s 92.4 million followers.
A content partnership with Vogue secured coverage in the perfect place at the perfect time, whilst a Getty Photoshoot ensured further press activity for our partner markets. Truly, this marked a new era in luxury Whisky creation.