Johnnie Walker Blue Creates Glacial Ice Experience
Jonathon Brown — September 22, 2014 — Marketing
References: johnniewalker & symphonyinblue
As part of Johnnie Walker’s innovative Symphony in Blue brand activation, the storied whisky brand created an ice room and treated guests to 10,000 year old ice. You might wonder; what is so special about 10,000 year old ice? The answer is purity.
Typically, ice water is used to cleanse the palate before drinking a spirit of premium craftsmanship like Johnnie Walker Blue. However, the global brand activation Symphony in Blue took the ritual one step further by serving glacial ice that was frozen years before modern day pollutants were around.
With shards of glacial ice shooting up from the floor and down from the ceiling, Symphony in Blue guests entered the ice room wearing fur coats to stay warm. The resulting experience was immersive, exciting, novel and truly complemented the Johnnie Walker Blue.
Typically, ice water is used to cleanse the palate before drinking a spirit of premium craftsmanship like Johnnie Walker Blue. However, the global brand activation Symphony in Blue took the ritual one step further by serving glacial ice that was frozen years before modern day pollutants were around.
With shards of glacial ice shooting up from the floor and down from the ceiling, Symphony in Blue guests entered the ice room wearing fur coats to stay warm. The resulting experience was immersive, exciting, novel and truly complemented the Johnnie Walker Blue.
Trend Themes
1. Ice Room Experiences - Opportunities exist for brands to create immersive experiences by incorporating unique and unexpected elements like ice rooms.
2. Historic Ingredients - There is a trend towards using historic and unique ingredients to enhance the storytelling and craftsmanship of premium brands.
3. Purity and Sustainability - Consumers are increasingly seeking out products and experiences that prioritize purity and sustainability, opening up opportunities for brands to incorporate these values into their offerings.
Industry Implications
1. Alcohol - Alcohol brands can create innovative and immersive experiences by incorporating unexpected elements like ice rooms.
2. Luxury - Luxury brands can incorporate unique and historic ingredients into their products and marketing to enhance their exclusivity and craftsmanship.
3. Tourism - Tourism companies can create experiences that prioritize purity and sustainability, appealing to consumers who value responsible travel and unique experiences.
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