How a fashion collection helped launch the Johnnie Walker Black 200 Years Limited Edition
Producer of red, blue, black, and gold labels blended Scotch whisky.
Industry: Food and Beverage
Company Size: 10k employees
Location: Kilmarnock, East Ayrshire, United Kingdom
Extra: Johnnie Walker is the most popular scotch in the world.
Topic: Ambassador Marketing
Rich in tradition, Johnnie Walker™ came about almost 200 years ago when John ‘Johnnie’ Walker first sold whisky from his grocery shop in Kilmarnock, Scotland. The iconic brand of Scotch whisky was looking for a partner to help them develop and produce a unique collection for their brand's 200th birthday. At Johnnie Walker they knew very well what they wanted, yet it was still difficult to find a partner that could meet the company's requirements. Starting from a blank page, we designed their clothing collection in their most vivid & bright pantone colours. When influencers wearing Johnnie Walker clothing appear online, the brand generates instant extra visibility and reaches a lot more people. Thanks to the personalization and the use of the right logos and colors, the brand is also very recognizable. What a beautiful collection, right? Read on to know more about the challenges we tackled for Johnnie Walker.
The iconic brand of Scotch whisky, Johnnie Walker is celebrating its 200th anniversary! Some of Johnnie Walker's most important expressions have been released with a fashion-inspired, limited-edition design. With, as the icing on the cake, a bold iconic company fashion collection.
Discover in this case why we turned out to be the perfect partner, which challenge we took on and how the company fashion collection turned out successfully.
Johnnie Walker: a world-renowned producer of composed, Scotch whiskies.
For Johnnie Walker’s company fashion collection, we were contacted by Edinburgh-based branding firm The Evolve Group. Commissioned by Johnnie Walker, this branding office was looking for a partner to help them develop and produce a unique collection for their 200th birthday. At Johnnie Walker they knew very well what they wanted but for the agency it was difficult to find a partner that could meet the company's requirements.
The agency had already been trying for several weeks to source the requested clothing all over the world. As they were never convinced of the quality of the clothing. At Sunday we offer high quality company fashion produced in a sustainable way, both in the materials we use and in the production process and logistics. An approach Evolve is very grateful for since a lot of time was already wasted looking for a good partner.
As Johnnie Walker has a large network of influencers across the world, they wanted to use their reach as part of their marketing strategy using company fashion. As a business, building your ambassadors (internally and externally) should be a priority in your revenue generation plan. That’s why Sunday helped activate Johnnie Walker’s silent ambassadors to land those quick wins.
Starting from a blank page, we designed their clothing collection in their most vivid & bright colours. But an initial challenge appeared to be matching the colors with Johnnie Walker's visual identity. Their Pantone yellow, Pantone blue and Pantone red recur in every item. These colors, or approximations of them, appear in the socks as well as in the screen printing of the logo, on the caps and the tapes.
They had the idea of using tapes as a finishing touch in their collection, but that proved to be quite a challenge for many. Lucky tapes are proven to be one of Sunday's specialties. Creating T-shirts with tape on the back and tote bags with personalized handles, both in their pantone colors.
Another product, the baseball caps stood out because of the special technique we used. The high-density print creates the premium look that Johnnie Walker is going for with their caps. Pretty obvious product choices but anything but obvious designs. Achieving these designs required a great amount of technical expertise.
And last but not least, the sports socks. A must-have when you release a collection. Socks are a unisex product that can be worn by anyone. Because we used an approximation of the Pantone colors, these socks are the perfect addition to this company fashion collection.
Company fashion as a native advertising tool
As the collection was partly for their birthday, it was in addition intended for influencer campaigns in the UK. Johnnie Walker already has a lot of silent brand ambassadors, so the first quick win was activating these people. Influencers & ambassadors received one or more items in the form of native advertising. When wearing the Johnnie Walker fashion line, the brand generates instant extra visibility online and offline, therefore reaches a whole new target audience.
You can really see on their socials how the fashion pieces seamlessly integrate with their brand identity. With a premium collection of quality & useful products, a brand like Johnnie Walker achieves right results.