Case study: Johnnie Walker's global activation for all five senses

Johnnie Walker went live with a fully immersive, multi-sensory tasting experience inspired by its Blue Label brand in December 2022.


The global activation, which is a public-ticketed programme and pilot launch, began at the Mandala Club, Singapore, and ran over seven days under the guidance of London- based brand experience agency Chorus.

The ‘Depth of Blue’ experiential tasting and ritual will be activated globally throughout 2023 as part of a wider brand campaign using the Blue Label experiential toolkit. 

Within the activation consumers are invited to ‘explore the extraordinary depth of flavour found in every drop of Johnnie Walker Blue Label on a multi-sensory journey – Depth of Blue’. Guests are invited to indulge - through sight, sound, smell, and taste - with the help of a bespoke perfume, created through a partnership with Italian artisan perfumer, Bogue Profumo, and Johnnie Walker’s master blender, Emma Walker. 

Guests arrive at the Mandala club and are welcomed into a Blue Label world before entering into the ritual space for an hour long immersive tasting experience, featuring a 3D audio soundscape, designed using cutting edge binaural sound design techniques.

Once completed, they return to the lounge area where there is a personalisation station, unique photo opportunities, Blue Label cocktails and canapes, and global brand ambassadors on hand.

The opening day of the activation was for media and influencers, with consumers able to purchase tickets for the remainder of the activation.

Charlotte Flach Editor C&IT