Crave Global & Johnnie Walker reinvent whisky as we know it (Updated)

AUCKLAND, Today: Top-selling selling whisky brand Johnnie Walker has partnered with Crave Global to give the “beloved spirit” a fresh makeover for a younger consumer.

Johnnie Walker senior brand manager Tim Norman said: “We’re recruiting the next generation of whisky drinkers, by evolving the brand and welcoming a bold new chapter in the Johnnie Walker journey.

“We are here to disrupt perceptions of what people may think our whisky should be and to let them know that change is here, and we will continue to change as a brand.”

Crave ECD Hadleigh Averil said: “The campaign embraces the spirit of #KeepWalking by engaging Kiwis through a series of events that challenge the status quo and educate consumers about the versatility of Johnnie Walker, as the perfect spirit for a new type of highball cocktail.

“This integrated campaign will see the brand come to life through PR, Influencers, Digital, onpremise activation and two electrifying events that celebrate diversity and inclusion.

“House of Iman, an international ballroom collective, will take Auckland by storm on Friday 20 May with an exclusive party at Imperial Lane, celebrating the pioneers of New Zealand’s vogue community.

“Both events will serve bespoke unexpected Red and Black Johnnie Walker highball cocktails that will bring whisky to life in a new way.”

House of Iman’s Jaycee Tanuvasa says she is “thrilled” to be partnering with the iconic Johnnie Walker brand.

“It is wonderful to see them embracing the diversity that we always aim to encapsulate in our events and projects.”

Tim Norman: “Johnnie Walker is also partnering with After Dinner Club on Friday 27 May at Broken Lantern for a unique, sensory-exploring food and whisky cocktails experience.

“The house music social club was created by two long-standing music and fashion tastemakers DJ Mac Mylo and Marc Moore of Stolen Girlfriends Club.

“The duo created the concept after noticing a gap in the market – there was nowhere to kick on after dinner with mates!”

Marc Moore said: “We felt a huge synergy with Johnnie Walker and wanted to partner with them as we feel their fresh new approach speaks to change and the evolving nature of our art form.

Tim Norman: “Both events will serve bespoke unexpected Red and Black Johnnie Walker highball cocktails that will bring whisky to life in a new way, including Johnnies & Elderflower, Johnnies & Lemon and Johnnies & Green Tea.

About Crave Global
Crave Global is a strategically led creative agency that was formed in 2016 by Daniel Hopkirk and Hadleigh Averill. Through the integration of digital, PR, experiential and design, Crave influences consumer behaviour to drive exponential growth for pioneering brands. Since inception, the business has picked up a range of different clients from the likes of liquor giants Lion, Shaky Isles coffee company through to industrial powerhouse Ports of Auckland. Crave Global’s offering provides a range of services to clients with creativity and audience response at the heart of everything they do.

• www.craveglobal.co.nz