Johnnie Walker

Brief: How do you find new growth in a category steeped in tradition?

© Photography by Rob Jones (


The blended malts category has been slowly declining for a number of years. Johnnie Walker is the crown jewels in the Diageo portfolio and is the right brand to help lead the charge and rejuvenate a category which has been overtaken by craft beer, gin and bourbon. The Mix was commissioned to help identify at pace, a global insight for the category and to help build, optimise and validate a concept that could help overcome the category challenges.



60 x consumers participated in a 7 day Cumulus online study
12 x workshops ran in 6 global markets



Working across 6 global markets (Brasil, Mexico, USA, Spain, Germany, UK) we took the insight platform into concept stage and validation, including liquid testing in just 6 weeks.

We worked in an agile collaborative way with the Diageo and agency partners in order to deliver results, using technology to keep the project team up to date live with findings whilst still in field.

The subsequent concept was then put into Bases testing and has achieved the best ever results in a Bases test for the whole of Diageo.

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