INTRODUCTION
From the opening of a thematic Whisky Bar of the Johnnie Walker brand, we will seek to achieve an experiential re-branding putting the whisky culture and the brand as a focus. To achieve this, emphasis will be placed on personalized customer service and staff training. A major factor in the problem is the advance of technology, driven by globalization. This has left aside old whisker customs. In relation to the problem posed, the question to be asked is: What is the relationship between the advance of new technologies and the loss of the whisky culture in Argentina in the 21st century? Based on the problem question, an experiential rebranding will be developed to promote the whisky culture in Argentina and, at the same time, to revalue the brand. Finally, a hypothesis was put forward stating that globalization has affected the whisky market and culture in such a way that the old customs related to this beverage have been lost.
CONCLUSIONS
It could be said that the opening of the Johnnie Walker Whisky Club, after having analyzed the context of the Argentine market, would be solving a latent need in society. The lack of a site specialized in the whisky culture in Argentina will be successfully solved with the opening of the social club. In addition, through the main problem that addresses the transformation of habits in social gatherings, it is proposed to unify the identity discourse, emphasizing not only the rational aspects, but also the emotional aspects, sensitizing the discourse through values. It is important to consolidate the aspects of the brand that it has today, to acquire the construction of an external message with emotionality, and thus generate brand awareness. In this way, not only the brand will benefit, but also all those who compose it and those who relate to it.
PROBLEM AND OBJECTIVE QUESTION
What is the relationship between the advance of new technologies and the loss of whisky culture in Argentina in the 21st century? The general objective of this PG is to develop communication based on an experiential re-branding that promotes the whisky culture in Argentina and at the same time revalorizes the brand.
CHAPTERS AND CONTENTS OF THE PG
The development of the GP was based on five chapters. It began with chapter one, which demonstrated aspects such as the culture and history of whiskey, contextualizing the regions where it is produced. It also focused on distillation, whisky aging and its typologies. All these aspects are fundamental to acquire such knowledge and to carry out a project related to whisky. The second chapter focused on the concept of globalization, the technological era and how this affected both the market of alcoholic beverages worldwide, as well as the different societies and people's actions. He also focused on the spaces for social gatherings and how the use of cell phones alters the nature of these meetings. He also emphasized the value of the experience and the mutations of the consumer in terms of purchasing processes. All this information is extremely necessary for the shaping of the project. The third chapter explained what brand repositioning is and how to carry it out efficiently, together with the different strategies to be used for a successful campaign. This factor is fundamental and one of the most influential in the process to be able to understand the correct way to carry out such a project. In the fourth chapter, an analysis of the johnnie Walker brand worldwide and in Argentina was made, going through the different advertisements launched by the brand. In addition, field work was carried out with a survey, an interview and a survey that allowed to obtain the necessary information to start with the final contribution of the project. In chapter five, the proposal and analysis of the business for the opening of Johnnie Walker's Whisky Club was carried out. It also emphasized the relationship between brand, company and consumer and analyzed the values that the brand brings to the degree project. Finally, the campaign strategy was fully developed along with the structure of the campaign and the platforms where it will be implemented.
CONCLUSIONS AND CONTRIBUTION
For the correct implementation of the strategy, the necessary steps must be taken using the capacity for action and adaptation using a systemic approach. This is of great importance because for the improvement to be effective, it is necessary to implement a circular thinking that acquires and takes into account all the components of the company, both internal and external, and not a linear one that contemplates its parts in isolation. Finally, it should be pointed out that through these concepts it will be possible to detect future needs that may arise throughout the process and thus achieve the desired customization for each situation of interaction between the brand and consumers. On the other hand, within the contributions to the degree project, Johnnie Walker's Whisky Club is in the category of professional project. Since it has social relevance due to the fact that the Johnnie Walker brand could benefit from its creation and also has practical implications in terms of solving a real problem that the brand has. As for the thematic line, this project is within the Design and production of objects, spaces and images. Due to the historical context, it was decided to carry out a project which encompasses all these items. Throughout the project, progress was observed in terms of aesthetics and uniformity in the specific and general design. In addition, the concepts of Creation and Expression can be taken into account, since emphasis is placed on offering a creative, original and never-before-done proposal. At the same time, aesthetic contributions and the creation of one's own style will be visualized.
BIBLIOGRAPHICAL REFERENCE
Yassin (2021) Johnnie Walker's Whisky Club, Experiential brand rebranding. Graduation project (PG). Faculty of design and communication. Buenos Aires: University of Palermo.
From the opening of a thematic Whisky Bar of the Johnnie Walker brand, we will seek to achieve an experiential re-branding putting the whisky culture and the brand as a focus. To achieve this, emphasis will be placed on personalized customer service and staff training. A major factor in the problem is the advance of technology, driven by globalization. This has left aside old whisker customs. In relation to the problem posed, the question to be asked is: What is the relationship between the advance of new technologies and the loss of the whisky culture in Argentina in the 21st century? Based on the problem question, an experiential rebranding will be developed to promote the whisky culture in Argentina and, at the same time, to revalue the brand. Finally, a hypothesis was put forward stating that globalization has affected the whisky market and culture in such a way that the old customs related to this beverage have been lost.
CONCLUSIONS
It could be said that the opening of the Johnnie Walker Whisky Club, after having analyzed the context of the Argentine market, would be solving a latent need in society. The lack of a site specialized in the whisky culture in Argentina will be successfully solved with the opening of the social club. In addition, through the main problem that addresses the transformation of habits in social gatherings, it is proposed to unify the identity discourse, emphasizing not only the rational aspects, but also the emotional aspects, sensitizing the discourse through values. It is important to consolidate the aspects of the brand that it has today, to acquire the construction of an external message with emotionality, and thus generate brand awareness. In this way, not only the brand will benefit, but also all those who compose it and those who relate to it.
PROBLEM AND OBJECTIVE QUESTION
What is the relationship between the advance of new technologies and the loss of whisky culture in Argentina in the 21st century? The general objective of this PG is to develop communication based on an experiential re-branding that promotes the whisky culture in Argentina and at the same time revalorizes the brand.
CHAPTERS AND CONTENTS OF THE PG
The development of the GP was based on five chapters. It began with chapter one, which demonstrated aspects such as the culture and history of whiskey, contextualizing the regions where it is produced. It also focused on distillation, whisky aging and its typologies. All these aspects are fundamental to acquire such knowledge and to carry out a project related to whisky. The second chapter focused on the concept of globalization, the technological era and how this affected both the market of alcoholic beverages worldwide, as well as the different societies and people's actions. He also focused on the spaces for social gatherings and how the use of cell phones alters the nature of these meetings. He also emphasized the value of the experience and the mutations of the consumer in terms of purchasing processes. All this information is extremely necessary for the shaping of the project. The third chapter explained what brand repositioning is and how to carry it out efficiently, together with the different strategies to be used for a successful campaign. This factor is fundamental and one of the most influential in the process to be able to understand the correct way to carry out such a project. In the fourth chapter, an analysis of the johnnie Walker brand worldwide and in Argentina was made, going through the different advertisements launched by the brand. In addition, field work was carried out with a survey, an interview and a survey that allowed to obtain the necessary information to start with the final contribution of the project. In chapter five, the proposal and analysis of the business for the opening of Johnnie Walker's Whisky Club was carried out. It also emphasized the relationship between brand, company and consumer and analyzed the values that the brand brings to the degree project. Finally, the campaign strategy was fully developed along with the structure of the campaign and the platforms where it will be implemented.
CONCLUSIONS AND CONTRIBUTION
For the correct implementation of the strategy, the necessary steps must be taken using the capacity for action and adaptation using a systemic approach. This is of great importance because for the improvement to be effective, it is necessary to implement a circular thinking that acquires and takes into account all the components of the company, both internal and external, and not a linear one that contemplates its parts in isolation. Finally, it should be pointed out that through these concepts it will be possible to detect future needs that may arise throughout the process and thus achieve the desired customization for each situation of interaction between the brand and consumers. On the other hand, within the contributions to the degree project, Johnnie Walker's Whisky Club is in the category of professional project. Since it has social relevance due to the fact that the Johnnie Walker brand could benefit from its creation and also has practical implications in terms of solving a real problem that the brand has. As for the thematic line, this project is within the Design and production of objects, spaces and images. Due to the historical context, it was decided to carry out a project which encompasses all these items. Throughout the project, progress was observed in terms of aesthetics and uniformity in the specific and general design. In addition, the concepts of Creation and Expression can be taken into account, since emphasis is placed on offering a creative, original and never-before-done proposal. At the same time, aesthetic contributions and the creation of one's own style will be visualized.
BIBLIOGRAPHICAL REFERENCE
Yassin (2021) Johnnie Walker's Whisky Club, Experiential brand rebranding. Graduation project (PG). Faculty of design and communication. Buenos Aires: University of Palermo.
