TAKING WHISKY WHERE IT’S NEVER BEEN
To connect Johnnie Walker Blue Label with a new generation of luxury drinkers, we turned whisky cues on their head – creating a fashion-led brand collaboration with ski brand Perfect Moment. The result? Packaging that doubles as a wearable puffer bag, a bold break into après-ski culture, and a global sell-out in 49 markets. A launch campaign that fused product and lifestyle, sparked record-breaking fandom, and gave Blue Label a whole new kind of cultural relevance.
project
Johnnie Walker Blue Label Limited Edition
client
Diageo
Services
BRANDING
DIGITAL
FILM & MOTION
STRATEGY
VISUAL IDENTITY SYSTEM
PACKAGING
STRUCTURE
INNOVATION
ENVIRONMENT DESIGN
BRAND EXPERIENCE
COLLABORATORS
Rewriting
the rulebook
Today’s drinkers are more expressive, diverse – and female. Women now make up a third of whisky consumers, leaving the cigar lounges behind to embrace culture, connection and style. Tapping into their passion points, we brought Blue Label to après-ski, creating a high-altitude intersection of fashion, lifestyle and affluence where whisky had never been before.
The first wearable
whisky box
We did away with the conventions of traditional whisky packaging and created a wearable puffer bag in collaboration with Perfect Moment. The reversible design fused Johnnie Walker’s pioneering heritage and iconic parallelogram with Perfect Moment’s slope-ready aesthetic and signature oversized houndstooth. Dubbed the ‘season’s must-have après accessory’ by Vogue, the pack was given a bold second life – blending fashion, function, and design for good.
Claiming the
lifestyle space
This wasn’t just a whisky launch – it was a lifestyle move. Ice Chalet marked a step-change for Blue Label: showing up not just on shelves, but on slopes, in wardrobes, and across culture – signalling the brand’s evolution into a new kind of luxury.
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Owning the
Blue Hour
Our launch campaign brought to life ‘The Blue Hour’ – that fleeting twilight moment in the mountains – as a rich visual and emotional anchor. Partnering with Highsnobiety, we dialled up a high-tempo art direction inspired by luxury editorial and fronted by Perfect Moment ambassador Priyanka Chopra Jonas. The campaign marked a striking departure from category norms while staying unmistakably Johnnie Walker – just not as you’ve seen it before.
Growth
87,270
87,270 bottles. 49 markets. A global sell-out success in just 4 months.
Standout
14M
Global campaign reach: 144 media hits. 14M views, 4.72B reach – plus 7.6M impressions from Marble Arch OOH takeover. The work picked up a D&AD Pencil and two ADC Awards.
Fandom
101K+
Record breaking fandom: 101K+ social engagements, with the Priyanka Chopra Jonas launch post driving the most ever for Johnnie Walker.
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BEHIND THE SCENES
We literally moved mountains
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