JW Blue Label Depth of Blue Singapore

THE Challenge

High-net-worth 25–44s in Singapore see Johnnie Walker as the bottle on their parents’ shelf, not as a luxury whisky to sit alongside The Macallan or Hennessy. The brief was to change their minds.

THE CONcept

Depth of Blue. An 8-day, multi-session, layered sensory experience hosted at Mandala Club designed to make depth a feeling, not a tagline.

THE EXPERIENCE

Over 100, 1 hour immersive sessions, 2 VIP days, 6 paid ticketed days
360° immersive Ritual Room with binaural-beat soundscape and bespoke fragrance;
A world-first floating Ghost & Rare bottle reveal
A lounge for personalisation, purchase and tasting.
Strategic partnerships with Mandala Club (ticketing + venue) and Tatler (media + KOLs).

THE Results

Confidential

INVOLVE® ELEMENTS

We rewired what Blue Label means by giving it new sensory associations to live in, a bespoke scent, a soundscape, a floating bottle, a tasting ritual. If you would like to discuss how to create new sensory associations for your brand

It’s been a fantastic journey with your team to bring this to life. Hopefully this is only the first of many in what I hope is a great Diageo SP and Rebel & Soul collaboration.