A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
Its new ‘Explore The Taste campaign, includes sponsorship of the anticipated return of the legendary American soap opera ‘Dallas’ on Channel 5.
Part of the strategy behind the campaign is to help wine drinker “decode the category and help consumers identify a great tasting Blossom Hill for them and their tastes”.
The new positioning of the Diageo brand and its biggest ever through the line brand campaign breaks today (September 3), via a 10-week TV sponsorship of Dallas on C5, VOD (video on emand), press advertising in women’s lifestyle magazines and weekend national newspaper supplements, and outdoor 6-sheets.
The press advertising and TV idents are said to “capture and communicate the essence and personality of each of the wines, bringing taste to life and are followed by the strapline ‘Taste of Blossom Hill’.”
This will be supported in social media with an interactive Taste Match, where fans invited to “find their own perfect Blossom Hill wine for a chance to win taste experiences worth £100 every week”.
A visual taste-led approach has been developed to aid consumers with their decision at the point of purchase. This will be used on-line and in-store with high visibility activity across key retailer partners through FSDUs, front of store displays and shelf barkers and for on-trade customers via table talkers and menus.