JOHNNIE WALKER® BLACK LABEL® unveiled the exciting new campaign with international artist, Mattia Biagi, as part of the JOHNNIE WALKER® CHARACTER series. This fresh direction celebrates the individual taste and personality profiles of the different JOHNNIE WALKER® variants. Very much a continuation of the KEEP WALKING heritage, the CHARACTER series celebrates the progressive spirit of JOHNNIE WALKER® fans and the liquid that unites them.
Mattia Biagi, famed for his powerful black artworks, partnered with JOHNNIE WALKER® to find the perfect expression of the character of BLACK LABEL and show the powerful beauty of black. The scene is of dramatic transformation, as items symbolising classical luxury are turned strikingly black and intense with the use of paint and fire, and consumers are inspired to “HAVE BOLD TASTE AND INTENSE CHARACTER”.
JOHNNIE WALKER® BLACK LABEL® launches MAKE IT BLACK, a series of events designed to bring to life the boldness and intensity of the new campaign for fans to enjoy. Following two successful club level events, JOHNNIE WALKER® is taking MAKE IT BLACK to a new level, hosting the largest and most exciting event the campaign has seen this 31st October in Kuala Lumpur, Malaysia. By invitation only, so as to ensure it is the biggest fans of the brand who are seeing the beauty of black come to life, this event sets to redefine how whisky is perceived.
The MAKE IT BLACK campaign serves as a significant milestone for the brand as it evolves away from the classic image of JOHNNIE WALKER® BLACK LABEL® into an edgier, more vibrant personality. Inspired by Generation Y, the young, independent risk-takers, MAKE IT BLACK aims to inspire consumers to leave lasting impressions through making bold decisions.
“MAKE IT BLACK is a very literal celebration of the incredible drink that has brought us all together today,” said Natalie Harley, Senior Brand Manager of JOHNNIE WALKER® Malaysia. “However, expect the unexpected this Halloween, as we have a lineup that is going to blow everyone away. We have been working with numerous local talents, people who have mastered their craft and share the same passion and creativity that we do, to create a showcase performance. We wanted to bring something new and exciting to fans of JOHNNIE WALKER® BLACK LABEL® and hope they join us on the 31st October as we set the night on fire!”
“Fans know the instantly recognisable smoky, complex yet balanced flavours of JOHNNIE WALKER® BLACK LABEL® but some have forgotten the progressive and inspirational spirit that John Walker bottled when he created this iconic whisky. We hope to re-ignite their passion and inspire our fans to start thinking differently about JOHNNIE WALKER® BLACK LABEL®. We’re taking a huge risk with the elements in this performance but we wanted to honour our core ethos. We hope that guests leaving MAKE IT BLACK, 31ST October, see that making bold statements and having courage in your convictions leads to amazing results and go on to feel inspired to express their individuality with their own bold statements,” she added.
For more information on the MAKE IT BLACK events and campaign, visit the JOHNNIE WALKER® Malaysia Facebook page.