THE HOUSE OF WALKER
To change consumers' opinion about scotch, the #1 spirit in the world, set off the mentor a new generation of whisky drinkers with The House of Walker. Setting the standard for experiential marketing not only at DIAGEO around the world, but for the industry, this program has mentored over 300,000 consumers on the world of scotch and the KEEP WALKING ethos which ignited conversation and passion.
Johnnie Walker set out to transform the typical stuffy, old scotch tasting into a social, dynamic and participatory experience that kept 24 - 35 year old consumers engaged long after the event ended. The House of Walker was taken to pop-up retail locations in iconic neighborhoods such as Soho, Venice Beach, Hollywood, and South Beach establishing itself as a hub for inspiration, luxury and content.
The impact of our program was immediate and dramatic. 78% of new attendees were within the brand’s target range. We were reaching the right guys. 86% of House of Walker attendees talked about Johnnie Walker in a positive way, and 81% shared knowledge of Johnnie Walker. We’re delivering the right message in a way that proved we understood how our audience thinks, acts and lives. To top it off, the Johnnie Walker continued to see steady growth among its competitors in a declining category.
