Johnnie Walker Scotch
This article caught my eye because of it cross advertising
with a very popular tv show and because I am always interested in hearing about
new alcoholic beverages coming out. I am not a drinker, but I have a private
dream of owning my own bar sometime, or helping a close friend run his.
Knowledge is priceless.
This article goes on to explain the other successful Johnnie Walker
products, licensed with HBO, already named after the popular television show “Game
of Thrones”. There are even 8 more products coming out in the near future. Seven
of them are named for the 7 Houses of Westeros, and the eighth is for its “Night
Watch”.
The three main points to me, where talking about the
connection to the television series, the product being call “White Walker”, “best
served ice cold”, and the fact they went on to create a temperature sensitive
label for the bottle.
Finding out there is already several alcohols named after the
various beers and wines, was actually pretty interesting. I knew the show had
taken over HBO and was extremely popular, but I would have never thought a
whole line of alcoholic beverages would be named for them.
The “White Walker” scotch, is set to come out soon. It’s going
to retail for $36 a bottle. That is $6 more than their current black label, but
I am sure because of the connection to the show, it will start flying off the
shelves.
They mentioned how they knew there was an “appetite” for the
GOT (Game of Thrones) whiskey. Then when the Diageo marketing plan for the
other drinks were presented, everyone thought it would be successful. So, they
went with it.
Because of the successfulness of the past Johnnie Walker
drinks geared towards the show, I didn’t really see any challenges that the
company may have any time soon.
I believe the most unique thing about the marketing approach
is using the “temperature-sensitive ink” on the labels. When it is freezing
cold, then “Winter is Here” shows up on the bottle. So, that goes along with
the slogan “best served ice cold”. If customers see the phrase “Winter is here”,
then they know it is at the best temperature to be served. They also dressed
the Johnnie Walker logo in armor like the ones used in the tv show.
I think the product manager, who came up with the idea is
absolutely brilliant. Even though the show is set to air its last season in
2019, there is work on a prequel. In addition, this has been such a big success
for HBO, I believe people will be buying GOT products for years to come. The
marketing approach is genius. There is a huge GOT audience, and there are
millions of people who like to drink. By combining the two markets, they hit
the jackpot.
I learned
that I can figure this out with a little more guidance, and it is going to be
fun. I also saw that reinforcing the idea of “killing two birds with one stone”
is a good way to go. This provides advertising for both the beverages and the
tv show.
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