The Johnnie Walker Private Tasting program showed current Johnnie Walker consumers how to organize and host an exclusive Scotch tasting for their friends. 
The multi-channel program began with a simple, elegant mail-piece that formally invited customers to watch a video introduction teasing the new program. A few weeks later, a follow-up email unveiled the Private Tasting and linked to the website, where customers could watch videos, download content and order a limited-edition private tasting kit. 
The program was a huge success, generating more than 2,000 responses in the first 48 hours alone. 
TL;DR: Make your fans feel part of a luxury brand and they'll pass that love on to others.
Mailing Invitation
Tasting Kit
Tasting Mat with notes on all Johnnie Walker Blends

You may also like

CVS "#BeTheFirst"
Johnnie Walker "Man of the Season"
Camacho Cigars "Fernando"
Dell Business "Dell and a Coffee"
Carefree "Fresh is Fierce"
Humira "No Progress is Progress"
Johnnie Walker "House of Walker Experience"
iRobot "Better Together"
Banana Boat "For Men"
Fred Hutch "Hello, From 2025"
Back to Top