Johnnie Walker strides into festive season with limited edition pack |
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| Tuesday, 14 October 2008 | |
 In celebration of the 100th anniversary of its iconic Striding Man logo, the makers of Johnnie Walker will be marking the beginning of the festive season with the release of the Johnnie Walker Black Label® Limited Edition Centenary pack. The sleek high gloss black bottle is embellished with the Striding Man, made using 23 Carat Gold.The festive season, which includes Diwali, is a key period for Johnnie Walker Black Label to develop its position as the premium blended Scotch whisky brand of choice for Asian celebration occasions. In addition to the launch of the Limited Edition Centenary pack, Johnnie Walker Black Label will also run promotional activity from October, including new POS material for retailers with the tagline ‘Celebrate Generations of Pioneering Spirit.' The strapline highlights the value of ensuring rich traditions are handed down from generation to generation which are integral to Asian culture, and which have been so important to the success of the Johnnie Walker brand. The Johnnie Walker Black Label Limited Edition Centenary pack is a celebration of the pioneering spirit and uncompromising values embraced by the brand over the past 100 years. It is the perfect gift for any friend or business associate and a significant keepsake for any whisky connoisseur, or is ideal to mark a wedding occasion. POS kits including branded posters and shelf barkers which feature the new strapline ‘Celebrate Generations of Pioneering Spirit' will be available across 400 independent retail outlets. There will also be activation throughout on-trade outlets with a strong Asian customer base and additional marketing support through consumer and trade press advertising in key Asian media. James Pennefather, Whisky Brand Director at Diageo GB, comments: "Diwali is one of the biggest events on the Indian calendar and gift giving plays an important role. We see this and the festive season as a key sales period for the premiums category and retailers should expect increased demand for brands and gift packs like Johnnie Walker Black Label and the Johnnie Walker Black Label Limited Edition Centenary pack over the coming months. "Johnnie Walker Black Label Blended Scotch Whisky is a popular and established brand within the Asian community and this campaign is one of a variety of campaigns we have invested in over recent years to raise awareness and expand its reach amongst this key audience both in Great Britain and abroad." To continue building the brand's relationship with the Indian community in Great Britain, the makers of Johnnie Walker Black Label will be implementing a range of activities over the coming year focusing around Asian Weddings and key influencers within the Asian community which rewards loyal consumers. Source: Mercieca on behalf of Diageo. Related LinksRelated Articles
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