Johnnie Walker needed to drive trial and consideration among under-34s in the UK, a generation largely disengaged from whisky, where traditional cues of heritage and status don’t resonate.
Behavioural Insight
This generation aren’t looking to learn, they want to discover. They choose drinks that offer real, immersive experiences, where flavour can be explored in a way that feels social, intuitive and worth sharing, making discovery, not education, the trigger for trial.
Idea
Sounds of Flavor” brought Johnnie Walker Black to life through a multi-sensory music experience that used sound to amplify the flavour notes of each cocktail, creating a disruptive and culturally resonant moment of discovery. Set in high-energy spaces like festivals, we fused mixology with chromatic sound technology to reframe whiskey as vibrant, versatile, and made to be explored by a new generation.
