The makers of Johnnie Walker Blue Label are using contemporary art as the backdrop for a new multi-million dollar marketing campaign to reinforce the whiskey as a luxury brand. The effort is part of a renewed push for the beverage, which tripled its ad spending this year.
The campaign revolves around brand-related works of art by two British artists, Warren du Preez and Nick Thornton-Jones, that will be shown in galleries around the country.
A traveling art gallery showing the first piece in a series will appear in key locations throughout New York City today through Nov. 16. And on Thursday, the Whitney Museum of American Art in New York City and the Museum of Contemporary Art in Miami will extend their hours and offer free access to the public for the viewing.
“Contemporary art is a metaphor for the luxury experience of Blue Label and it helps us create a connection point for our consumer,” said Laura Peet, a spokesperson for Blue Label.
A broader theme of the art will be used in an integrated campaign that includes print, out-of-home, public relations and P-O-P and merchandising displays all carrying the tagline: “For those who know what to look for.”
The print campaign, created by BBH-New York, begins with the December issues of The New York Times Magazine, GQ, Esquire, Robb Report, Travel & Leisure and other publications. Daily newspaper ads will appear in the Times.
Beginning tomorrow through Jan. 4, an kiosk will be set up in the center atrium of the Time Warner Center at Columbus Circle in New York, offering free engraving of bottles of Johnnie Walker Blue Label for the holidays in multiple languages, including English, French, Spanish, Korean and Chinese.
And in a tie-in with the hit NBC comedy series Scrubs, a party will take place at the Esquire House in Los Angeles. The show’s stars will decorate blue hospital uniforms to be auctioned off online to benefit the New Orleans Museum of Art’s Katrina Fund. The auction runs Nov. 28 through Dec. 6 at eBay.com/jwbluescrubs.
Johnnie Walker Blue Label spent $2.7 million in 2005 in media spending and $2.3 million through August in 2006, according to Nielsen Monitor Plus.
The use of art as a marketing tool is being put to the test by a number of brands.
For example, Lexus is using a slow-reveal public art exhibit, set against the backdrop of New York City, to show off its new car. The exhibit will visit three cities this fall and winter; New York (Nov. 14-27), Miami (Dec. 7-21), Chicago (Jan. 10-23). A two-week exhibit ran in Los Angeles in October. In each city, temporary 460 Degrees Galleries will host events, public seminars, chocolate tastings and presentations by luxury retailers (PROMO Xtra, Oct. 19, 2006).
And, Evian Natural Spring Water recently partnered with pop artist Romero Britto to create new packaging for the brand. The deal calls for Britto to design an original piece of art inspired by Evian. The new look launches this fall with a special label on limited edition Evian bottles, the Atlanta, GA-based company said.
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