AMERICAS. Diageo GTME Americas is further strengthening the regional presence of Johnnie Walker Double Black with the launch of the “˜Experience the Flavour’ campaign.
Designed to provide shoppers with an interactive experience of the brand, the tailored concourse activation will roll out at four strategic hub locations across the Americas: Mexico City, Dallas Fort Worth, Dominican Republic (Las Americas International) and Miami International airports.
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While Johnnie Walker Black Label (left) is “a massive, iconic brand” in GTME, Johnnie Walker Double Black (right) has already grown to about one-third the size of the former |
All four launches are supported by tailored programmes that provide “optimum visibility concourse activations in areas of high footfall”, the company said.
The campaign aims to expand the brand experience to drive footfall and conversion, thus maintaining the brand’s momentum. Building on the impact of Johnnie Walker Double Black in its first year, the focus is now on deepening engagement with consumers to strengthen their understanding of the brand and the taste experience and also to drive brand loyalty.
In addition to promotional banners and displays at key points of the passenger journey through the terminal, the activation provides each location with a selection of branded supporting units for positioning in-store or on-concourse.
These include hosted interactive units that use plasma screens or iPads to engage with travellers and share the brand experience. Each location also features sampling bars with a strong emphasis on service to help drive engagement and sales.
The shared partnership approach at each location has enabled Diageo and its partners to adapt the activation to the local profile and space considerations to optimise its impact, including the use of concourse space to “˜interrupt’ the passenger journey. For example, the Mexico City activation is claimed to be the first in the world to retail Johnnie Walker Double Black directly from the concourse.
Diageo has found concourse sampling activations to be successful at launch in all other countries. Consumers consistently react positively, not just in terms of purchase decisions but also in their reaction to research questions – a majority (89%) of consumers said that they intended to make a repeat purchase. Recent research across existing locations in the Americas again delivered “very positive” results, Diageo said.
Johnnie Walker Double Black initially launched in January 2010 at only six locations globally, with New York JFK Airport as the only representation in the Americas. These latest launches will bring the number of retail locations in the Americas to more than 80.
Diageo said that while Johnnie Walker Black Label is “a massive, iconic brand” in GTME, Johnnie Walker Double Black has already grown to about one-third the size of the former, delivering commercial success without cannibalising sales, and exceeding its volume targets during its test in six locations by a factor of seven. Volume estimates for the full financial year 2010/11 are on course to be exceeded by more than +25%.
Johnnie Walker Double Black retails at a +15% price premium above Johnnie Walker Black Label.
Diageo GTME Regional Vice President, Americas Gregorio Gutierrez commented: “Johnnie Walker Double Black has been the single most successful brand launch we have ever had in the region.
“The brand’s launch in the Americas region was phased across a series of major hub airports, including New York JFK and Los Angeles, as well as the four locations now hosting our “˜Experience the Flavour’ activation. The brand’s launch impact from day one was stunning, immediately creating a powerful impression on retail partners and shoppers alike and delivering above expectations on volume targets.
“The enthusiastic adoption of Johnnie Walker Double Black by our retail and airport partners is creating superb visibility right across the Americas. We are delighted by the commitment of the Trinity partnerships we now have with all the principal retailers across the region – including Duty Free Americas, DFASS, DFS, Dufry and Global Brands – and the support of airport authorities at Miami, Dallas, Mexico City and the Dominican Republic for the current activations.
“Working collectively like this is by far the best route to commercial success for us all, while also giving shoppers a great interactive experience, especially for those experiencing it for the first time. With engaging and exciting individual bespoke activations, they are sure to remember where they first discovered it,” Gutierrez added.
