As Johnnie Walker continues to build its iconic brand, Chorus was asked to develop one overarching scalable brand experience idea that redefined how the next generation of consumers would discover and engage with Johnnie Walker Black Label by bringing the whisky credentials to life in a relevant and exciting way.

It had to have personalisation at the heart, and the experience needed to drive label desire and on-going purchase intent for JW Black Label.

The Flavour Studio delivers something evocative, emotional and alluring and showcases Johnnie Walker's focus points - tasting, blending and aging.

This work defines the overall creative direction for all other content created by the brand and is the core idea that will now be executed across multiple touch points from experiential, digital and retail across global markets.

“Brand experience is pivotal in recruiting consumers, so we were looking for an agency with a strategic mind and a creative eye to develop a market leading concept with omni-channel amplification”.

”What Chorus has done for Johnnie Walker Black Label with the development of the Johnnie Walker Flavour Studio is to create a boundary-pushing concept with personalisation at the heart, that has the depth to bring consumers in, immerse them in the brand and convert them to becoming our next generation of drinkers – a powerful recruitment driving engine for Johnnie Walker.”

-Diageo