UAE. Johnnie Walker has partnered with Dubai Duty Free to launch the ‘1 of 1’ design campaign. The series features 50,000 AI-generated Johnnie Walker Black Label bottles available exclusively with the travel retailer.
The designs, inspired by Dubai’s day and night landscapes, mark the brand’s largest production of digitally printed labels using Diageo’s Project Halo technology. Each bottle features an illustration created through a combination of algorithmic design tools and generative AI, ranging from subtle variations to markedly distinct artworks.
The campaign responds to the growing demand among travelling consumers for exclusive, personalised and immersive retail experiences, Diageo Global Travel said.
Project Halo – available at the Johnnie Walker Brand Home in Edinburgh and highlighted this year at TFWA World Exhibition in Cannes – enables brands and shoppers to co-create personalised artwork and label designs. The Dubai Duty Free collaboration represents the technology’s largest commercial deployment to date.
The limited-edition bottles will be released in two phases over the next 12 months. The first drop is City of Lights, which celebrates Dubai’s night skyline; while the second is City of Sun, which takes inspiration from the city’s golden sun during the day.
The launch will be supported by an integrated Johnnie Walker Black Label ‘1 of 1: Dubai Duty Free’ pop-up in Dubai International Airport Terminal 3. This will be complemented by influencer-led coverage of the traveller experience and a one-month feature on DubaiDutyFree.com.
The bottles are available across all Dubai Duty Free stores and online at DubaiDutyFree.com.
Dubai Duty Free Senior Vice President for Purchasing Sharon Beecham commented, “Dubai is known around the world as a global travel hub and this new campaign from Johnnie Walker marries the iconic scenes of Dubai with consumers’ demand for something unique and special.
“The ‘1 of 1’ campaign by Johnnie Walker offers Dubai Duty Free shoppers something truly personal, with an imprint of this memorable city.”
“Exclusivity matters to travel retail shoppers, where they are increasingly looking for something they can’t get anywhere else,” added Diageo Global Travel Managing Director Andrew Cowan.
“By enabling consumers to purchase a one-of-a-kind, locally inspired bottle, Johnnie Walker is aiming to excite and inspire new and existing whisky drinkers passing through Dubai. We are delighted to be partnering with Dubai Duty Free to offering travellers this unique Scotch experience.”
Diageo Global Director of Breakthrough Innovation Benni Lickfett added, “The Johnnie Walker Black Label ‘1 of 1’ campaign is the latest milestone in leveraging our own Project Halo Gen AI model to unlock premium personalisation of our brands at scale.
“We know personalisation is a major motivator for travel retail shoppers, so we are excited to deploy our technology at scale for this exclusive launch, building upon the learnings we have taken from our previous pilot projects.” ✈
