Johnnie Walker Blue Creates One-of-a-kind Whisky Cloud
Jonathon Brown — September 22, 2014 — Marketing
References: johnniewalker & symphonyinblue
What if it rained whisky? If you think that sounds ridiculous, then check out the Whisky Cloud created as part of Johnnie Walker Blue’s groundbreaking global brand activation and theatrical event Symphony in Blue.
Imagine entering a small room with transparent walls and being surrounded by a whisky mist reminiscent of a steam room. Merging the luxury of a spa day with the excellence of Johnnie Walker Blue, creative event staging company Done+Dusted conceptualized this installation bringing chemistry, master whisky blending and experiential marketing together.
As guests entered the Whisky Cloud, a light show commenced that was distorted by the whisky-scented fog dominating the room. One deep breath brought the warmness of Johnnie Walker Blue to the back of the throat while the mist sat lightly on guests skin.
Imagine entering a small room with transparent walls and being surrounded by a whisky mist reminiscent of a steam room. Merging the luxury of a spa day with the excellence of Johnnie Walker Blue, creative event staging company Done+Dusted conceptualized this installation bringing chemistry, master whisky blending and experiential marketing together.
As guests entered the Whisky Cloud, a light show commenced that was distorted by the whisky-scented fog dominating the room. One deep breath brought the warmness of Johnnie Walker Blue to the back of the throat while the mist sat lightly on guests skin.
Trend Themes
1. Luxury Spa Installations - Incorporating innovative installations like the Whisky Cloud can take spa experiences to the next level and attract experiential consumers.
2. Sensory Branding - Creating immersive brand experiences with unique sensory elements like the whisky scent in the Whisky Cloud can increase brand recognition and loyalty.
3. Experiential Marketing Campaigns - Campaigns like Symphony in Blue, featuring the Whisky Cloud installation, can create a unique and memorable experience for consumers, leading to increased engagement and sales.
Industry Implications
1. Hospitality - Incorporating similar installations in hotels and resorts can differentiate them from competitors and attract more guests.
2. Entertainment - Event companies can incorporate immersive experiences like the Whisky Cloud to create unforgettable events and stand out in a crowded market.
3. Food and Beverage - Bars and restaurants can incorporate sensory elements like the whisky scent to enhance brand experiences and increase customer satisfaction.
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