Diageo-owned scotch whisky brand Johnnie Walker has launched a new global campaign centred around promoting the Highball.
The campaign comes as part of Johnnie Walker’s continued efforts to popularise the serve, which classically combines scotch and soda.
In recent years, the brand installed Highball bars at Taste festivals and as part of its partnership with F1, but is now “ramping up” its focus with what is claimed to be its biggest ever investment in the serve to date.
The Johnnie Walker Highball campaign, which is taking place in “trendsetting cities” worldwide, includes new OOH, digital, experiential, in-bar and in-store activations.
As the backbone of the new campaign, Johnnie Walker will focus on mixing the scotch with five key flavours: peach, lemon, green tea, elderflower, or ginger – dubbed the Johnnie Walker Highball Collection.
The collection has been created to recruit non-scotch drinkers into the category with “surprising and accessible flavours”, while offering an inspirational menu for bartenders to build upon.
Johnnie Walker global brand director John Williams said: “The popularity of the whisky highball is soaring right now – and it’s easy to see why. It’s where the ease and refreshing taste of a cool beer meets the colourful, visceral world of cocktails. And for those who think they ‘won’t like whisky’ it’s a real game-changer.
“We’ve celebrated the Highball at Johnnie Walker for the last few years, but with the trend for longer drinks on the rise, it feels like now is the right time to really explode the amazing possibilities which this category can offer.”
Allan Gage, founder of specialist drinks agency Sweet&Chilli, who developed the Johnnie Walker Highball Collection, added: “This Highball Collection offers a real breadth of enticing flavours in an easy-drinking style, and Johnnie Walker is the brand blazing this particular trail.
“Johnnie Walker Red Label and JohnnieWalker Black Label are established bartender favourites and this is a brilliant way for bartenders to rethink how they work with these classic staples.
“Highballs are the perfect choice right now for people wanting to explore bold alternatives to certain long-established cocktails, both at home and in the bar.”