The LOVE for Johnnie Walker Limited Edition Porcelain Bottle is Cultural
Corinne Guirgis — June 24, 2011 — World
References: creativereview & selectism
These intricately designed, limited edition porcelain bottles by LOVE for Johnnie Walker are more than just a marketing tactic. The iconic Scottish whiskey brand, whose bottle design has remained virtually untouched since the company's inception, commissioned the creation of the bottle expressly for the Asian market. LOVE, the Manchester-based creative agency created the bottles under the directive of distributor Diageo Asia and the detailed, cartoonish illustrations were done by Chris Martin of TOY.
The 1910 Commemorative Bottle will be limited to 1000 invite-only sales and exclusively distributed in the Johnnie Walker House, set to open in Shanghai. The blue and white porcelain decoration is an iconic Chinese design style, which is appropriate, given the company's intentions with the bottle. The cultural inspiration and the extreme of exclusivity of the bottle are both a central push in the Scottish brand’s thrust into the Chinese market.
Implications - The Chinese economy is one of the fastest-growing, most powerful foreign world markets which means companies across a variety of industries are taking measures to thrust into the Chinese and Asian market. These companies are rebranding themselves and the products popular in Western markets to cater to the consumer desires of the growing Asian market and find a place in this rapidly growing economy.
The 1910 Commemorative Bottle will be limited to 1000 invite-only sales and exclusively distributed in the Johnnie Walker House, set to open in Shanghai. The blue and white porcelain decoration is an iconic Chinese design style, which is appropriate, given the company's intentions with the bottle. The cultural inspiration and the extreme of exclusivity of the bottle are both a central push in the Scottish brand’s thrust into the Chinese market.
Implications - The Chinese economy is one of the fastest-growing, most powerful foreign world markets which means companies across a variety of industries are taking measures to thrust into the Chinese and Asian market. These companies are rebranding themselves and the products popular in Western markets to cater to the consumer desires of the growing Asian market and find a place in this rapidly growing economy.
Trend Themes
1. Cultural-inspired Limited Editions - The trend of creating limited edition products that are culturally inspired is a disruptive innovation opportunity for companies looking to enter new markets.
2. Exclusivity and Invitation-only Sales - The trend of offering exclusive, invite-only sales for limited edition products can create buzz and appeal among consumers, presenting a disruptive innovation opportunity for companies.
3. Rebranding for Asian Market - The trend of rebranding products popular in Western markets to cater to the desires of the Asian market is a disruptive innovation opportunity for companies seeking to gain a foothold in this rapidly growing economy.
Industry Implications
1. Alcohol - The alcohol industry can leverage cultural-inspired limited edition product designs to attract consumers and expand into new markets.
2. Creative Agencies - Creative agencies can capitalize on the trend of creating exclusive, invite-only sales for limited edition products, assisting companies in generating buzz and driving sales.
3. Distribution - The distribution industry can play a key role in helping companies rebrand and market their products to cater to the desires of the Asian market.
1.7
Score
Popularity
Activity
Freshness
