JW Vault Couture Blend Launch | Diageo Case Study

THE Challenge

Elevate mass market Johnnie Walker into ultra-high net worth territory with the launch of the new bespoke blending platform, The Vault.

THE CONcept

Blending Artistry: when the art of couture meets the art of blending. A collaboration between Dr Emma Walker, JW Master Blender, and Olivier Rousteing, then Creative Director of Balmain.

THE EXPERIENCE

A four pillar experience:

32 pax dinner for celebrities and KOLs: Bespoke illuminated Blending Artistry Wall, an extremely rare vintage dinner pairing and the first holographic ultra-luxury whisky reveal in Southeast Asia.
After Party at Marquee, MBS with 170 VVIPs, the Couture Carriage; a bespoke sculptural structure echoing Rousteing’s design language, transporting the bottle from bar to table led by a Striding Lady in custom Club Couture. Glow-in-the-dark bottle labels, a neon LED Striding Man and an AI photobooth.
4 day Mentoring Programme hosted by Master Blender Dr Emma Walker and Master of the Quaich Ewan Gunn. Liquid storytelling, four-course canapé pairings and a hands-on blending education.
Five bespoke retail installations across Singapore at MBS, Suntec and Raffles Place, live for up to four months.

THE Results

100% attendance at the invite only VVIP dinner.
100% attendance at the after-party.
92% of target attendance across the 16-session mentoring programme.
Commercial volumes: 1.5x vs Diageo plan.
Incremental awareness for JW: 1.6x vs target.
Distinctiveness for JW: 1.4x vs target.
Talkability: #1 vs all international whisky and cognac brands.
Total PR value generated: USD 4.7 million.
PR return on investment: 240%.
Zero negative feedback received across all four pillars, described internally as ‘unprecedented’.

INVOLVE® ELEMENTS

Brain consolidation needs time and repeated exposure, so we built a memory arc. If you would like to consider how to create repeated exposure touchpoints for your next campaign