To celebrate its Blue Label whisky, Johnnie Walker invited New Zealand’s top amateur golfers to score an “elusive eagle” at an event at Auckland’s Remuera Golf Club.
Johnnie Walker partnered with trans-Tasman creative agency Crave Global to put together their month-long celebration of its exclusive whisky.
Named the Johnnie Walker Blue Label Eagle Challenge, it is live for the month of June at the Remuera Golf Club and invites players to score an eagle during a round of golf.
Just 53 people managed to score an eagle on the 18th hole at Remuera Golf Club in 2023, and with just one in 10,000 casks of Johnnie Walker Whisky making the grade for Blue Label, it’s a suitable partnership to celebrate the rare accomplishment.
At the launch event, Crave Global set the scene to emulate The Masters and invited MC Scotty Stevenson, former Black Cap legend Grant Elliott and twelve of New Zealand’s best amateur golfers, including Harry Na, Mason Lee, and Gareth Paddison to shoot an eagle.
Live feeds on large screens, greenside seating and Johnnie Walker golfing attire for players and hats for attendees made everyone feel part of the action, and whisky was of course served alongside canapes.
Hadleigh Averill, Executive Creative Director of Crave Global, said the concept was born out of the idea that the rarity of Johnnie Walker Blue Label needed to be celebrated with something just as special.
“We know that only the very best barrels of Johnnie Walker are selected for Blue Label, literally only 0.01 percent makes the grade, so we wanted to celebrate that fact with an occasion just as rare and to build a community around it.
“We loved the parallels between Whisky and golf and that led to the idea of making this a month-long activation,” says Averill.
“Just as any barrel of Johnnie Walker has the chance of becoming Blue Label, any golfer has the potential to hit an eagle. So, while both are exclusive and hard to achieve, we wanted to give everyone that chance.
“Golf also seems to be the favourite pastime of many retired athletes, so by launching the Johnnie Walker Blue Label Eagle Challenge with a host of well-known Kiwi faces, we’ve been able to leverage the reach through social media and really make some noise,” Averill said.
Jaron Stockman, Senior Brand Manager at Lion shares this sentiment, “We loved Crave Global’s approach to the rarity of both Johnnie Walker Blue Label and shooting an eagle.
“The concept from the team meant we had a number of marketing levers to pull, and the idea just kept on giving.”
Stockman continues, “The event was a huge success, and we can’t wait to see the golfing results at the end of the month.”
The Johnnie Walker Blue Label Eagle Challenge will be supported by ongoing social media, PR, experiential, influencer content and the golfing community.
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