Background & Challenge

Johnnie’s sales forecast predicted slower growth because people are drinking less. We needed to find who the next wave of whisky drinkers will be.

Insight

Whisky drinkers are becoming younger and more multicultural, yet the brand’s focus was on older white males.

Strategy

Walk with Next Gen - Shift targeting, messaging, partnerships and media mix towards younger consumers.

Idea

• Align with modern attainable luxury

• Collab with multicultural skewing publishers

• Show up in pop-culture & street-culture spaces

• Digital video, social, and influencer-heavy media mix

Results

+7 points in consideration among Next Gen consumers