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.
‘Yours For The Making’ is described as “empowering and inspiring consumers to create new nightlife experiences”. The campaign launches today with what is described as an “evocative 60 second new television advertisement”.
The brand team says it is teaming up with influential individuals in the UK music and nightlife industry to identify new nightlife ideas. These ideas will be shared globally across YouTube, Facebook and Twitter, where consumers can share their own ideas via the hashtag #YoursForTheMaking.
Emma Sherwood-Smith, marketing manager Smirnoff Western Europe said: “Smirnoff has been pioneering new and unique nightlife experiences throughout its history. Now, with ‘#YoursForTheMaking’ we are asking our consumers to unleash their own inner spirit of inventiveness in their drinks and nightlife choices in order to have an even better time. We are working with leading nightlife curators to inspire and facilitate innovative new nightlife ideas, which continue to challenge conventions and inspire people to try something new”.