Johnnie Walker Blue Label celebrate the discerning where only where only 1 in 10,000 casks are deemed to be of a sufficient character to deliver the signature taste of Johnnie Walker Blue Label. The task was to highlight the four characteristics of Blue Label - Rare Craft, Rare Legacy, Rare Character and Keep Walking.
Signature Men of the Year
Johnnie Walker Blue Label collaborated with August Man’s signature Men of the Year to launch the 1-in-10,000 awards The awards capitalised on the 10th year anniversary celebration of August Man’s Men of the Year Four recipients from the previous decade who best exemplified the characteristics of Rare Craft, Rare Legacy, Rare Character and Keep Walking were acknowledged at the event A 360 approach was adopted which involved print, video and on-ground events It was a campaign that lasted six months, over all three titles.
