Johnnie Walker came to us to create a category leading GLOBAL MERCHANDISING Range, that would play a critical role in transforming Johnnie Walker into a LIFESTYLE brand with a fashion focused attitude, that was embedded in the wider cultural landscape.
As the ‘first drop’ in this BRAND REDEFINING strategy, we ‘let their icons off the leash’, playfully placing their iconic striding man and ‘Keep Walking’ on a range of apparel and accessories. Creating a bright, engaging, and playful collection that is scalable, affordable, and most crucially DESIRABLE. Disrupting how consumers expect Johnnie Walker, and the whisky category to behave.
Brand strategy
Motion
Barware & merch
“As the first drop in a category leading merchandising strategy to transform Johnnie Walker into a culturally relevant lifestyle brand, there was no roadmap to follow in developing this brand redefining global merchandise range. From the development of initial design concepts and choice of collaborators to the delivery of world class production prototypes during a global lockdown; outside the box, agile thinking on both sides was a prerequisite at every step of our journey with Butterfly Cannon.”
Gabriel Olszewski,
Global Communications Manager, Johnnie Walker
