Johnnie Walker's fatherly act

By Devesh Gupta , afaqs!, New Delhi | In Digital | May 16, 2014
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For Father's Day, Johnnie Walker Blue Label, the liquor brand from Diageo, has kickstarted a campaign that allows people to share memories of their fathers.

Johnnie Walker Blue Label, the liquor brand from Diageo, has kickstarted an online campaign for the forthcoming Father's Day. The campaign invites people to share memories of their fathers.

Johnnie Walker Date with Dad

The month-long digital campaign #DateWithDad invites consumers to share some unforgettable memories and rare moments with the man who helped shape their lives - their father. The question for the online campaign is 'What is the most memorable moment you have shared with your dad?'

The winners can get an exclusive tour of The House of Walker in Beijing with their father. The online contest also offers its 10 winning participants an exclusive #DateWithDad - A Johnnie Walker Blue Label fine-dining experience with their father on Father's Day.

Set across the digital and online space, the Johnnie Walker Blue Label Father's Day website will not only glorify the rarest moments and memories but also give consumers the opportunity to share a rare luxury experience with their father.

The details for the campaign are available at The campaign kickstarted on May 13 (digital) and will culminate around Father's Day on June 15.

The creatives for the campaign are designed by BBH while the digital part is executed by Soho Sqare.

Bhavesh Somaya, marketing director, Diageo India says that the concept behind the campaign is that time is an extremely rare commodity, which goes exclusively with Johnnie Walker Blue. "In today's busy world, people have very less time and they are trying to crunch as much time as possible to add to their achievement and career. But at the same time, the relations that we have are also important, and this is an attempt to cherish some of the moments that one has spent with his father and pay a tribute to it," adds Somaya.

The target audience for this campaign is young professionals belonging to SEC A+, mid-level and senior level professionals who want to pay a tribute to their fathers.

Somaya adds that this campaign will enhance and strengthen the brand's relations with its consumers and loyalists. The brand plans to keep the conversation going with future activities. It has released print advertisements for the campaign and is also reaching out through online and social media.

Johnnie Walker frequently reaches out to its consumers across different occasions through various activities.

Johnnie Walker Blue Label is one of the biggest offerings from Johnnie Walker. It is one of the brands under the Diageo umbrella. The company is present in 180 countries and offers some of the most well known brands such as Crown Royal, JεB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, CÓroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

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