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Diageo begins Evening with Johnnie Walker promotion

Alcohol company Diageo Canada has begun a promotional program for its Johnnie Walker brand of whisky. Called "An Evening with Johnnie Walker," the program takes the form of product sampling events conducted in private homes. Consumers can visit <> to request an event, during which a "Johnnie Walker Scotch Ambassador" will conduct a tasting and educational session for up to 15 participants. Participants will also be encouraged to share images of the event via social media. The program will be offered in Toronto, Montreal, Vancouver and Calgary. The initiative is based on a similar effort previously conducted in Spain.

"Not unlike our consumer, Johnnie Walker embodies the spirit of joy, friendship and great taste," said Mark Phillips, scotch portfolio brand manager at Diageo Canada. "We wanted to create an immersive experience for our customers, old and new, that was unlike any other. We are very pleased at the success of the pilot and look forward to many more Canadians becoming fans of the brand."

Media relations and program management for the program are being conducted by A&C. Event execution is being handled by Vibrant. Supporting creative was developed by Strada with digital work from Grip.

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