Johnnie Walker - Gentlemen's Wager II

Giving the right gift, to the right person, can help create bonds that will last forever...

Christmas is a key time for spirits sales, and a fantastic opportunity for brands to drive incremental purchase through gifting. The challenge for Johnnie Walker Blue is that whilst it is a premium tasting whisky, enjoyed globally by brand adorers, isn’t always viewed as a premium gifting option, and underperforms as a result over the festive period.

Our opportunity was to convince our target audience of Johnnie Walker’s gifting credentials – the inherent specialness that makes it as good a gift to give as to receive.

RPM’s activation of the ‘Gentleman’s Wager II’ concept was based on the insight that, as with sharing a glass of whisky, the giving of gifts between friends is one of the many ways in which special relationships can be recognised, cemented and rewarded. That giving the right gift, to the right person can help create bonds that will last forever. We activated primarily in those off-trade environments where consumers and shoppers get their inspiration for premium gifts (department stores, specialist retail and travel retail), but also in a small selection of global on-trade accounts and via pop-up presence in key cities across territories. In addition to premium Johnnie Walker display, consumers and shoppers were able to take advantage of bespoke gifting accessories, including gift bags, wraps, notes of gratitude and other means of personalisation.


The combination of brand insight (the simple power of a shared moment between friends), and an unmet seasonal need (the desire to celebrate and mark the importance of special relationships between friends).