Discovering a new story in an old blend
Johnnie Walker is the world's most iconic whisky brand with a history stretching back over 200 years. It is so iconic that the Discovery Channel wanted to make a documentary about it in 2020. Johnnie Walker's owner Diageo, a long term Bladonmore client, approached us to support them ahead of this.
Approach
Bladonmore coached senior Diageo executives, and the Johnnie Walker whisky-blenders who were selected for interviews as part of the documentary. Our work focused on ensuring that each person told their story with the energy and precision that TV requires and that they were prepared for any challenging questions or topics.
Results
Our work helped the Diageo communications team to identify the strengths of each of their spokespeople so that they could be deployed effectively, ensuring that the business told its story, and that the passion of the blenders came through. The brand received a significant global boost when the documentary aired.
