“POCKET WIN AWARDS”
TURN JOHNNIE POCKET SCOTCH BOTTLES INTO AWARDS TROPHIES
Johnnie Walker, a global whiskey brand renowned for celebrating big progress and grand success released new products called “Red Pocket” and “Black Pocket”, in hope to target the younger generation. The products’ liquid are the familiar “Red Label” and “Black Label” packaged in younger, fun, portable-sized bottles, perfect for everyday casual celebration.
However, the younger generation didn’t feel relevant to the brand, because they had a perception that celebrating for big progress and success is farfetched from their own generation.
Johnnie Walker established a new perception with “Pocket Win Awards”, which let the younger generation know that the small day-to-day progress and little wins in their lives are worth celebrating anytime.
The campaign was delivered through tweaking the new “Johnnie Pocket” bottles into customized “Pocket Win Awards” trophies, sending out to honor the online influencers for their individual little wins in life. With these many little wins and small progress being heavily talked about and deemed worthy to celebrate for, the new mindset and behavior are established in the younger generation to pop out these pocket-sized bottles to celebrate their little wins anytime and any day with “Red Pocket” and “Black Pocket”.
