Diageo’s Johnnie Walker blended Scotch has partnered with online outlet Just Women’s Sports in the US ahead of the 2023 FIFA Women’s World Cup, which kicks off tomorrow.
The tie-up, which runs until the end of the tournament on 20 August, centres around a video fronted by actor Hannah Waddingham. The clip, which will run across Walker’s digital platforms, features Waddingham encouraging legal drinking age viewers to sign up at Just Women’s Sports to receive ‘Match Day Memos’.
For each sign-up, the brand will make a donation to the Women’s Sports Foundation, a non-profit that was founded in 1974 by US tennis player Billie Jean King, up to a total of US$100,000.
Diageo, which is scheduled to report its results for the 12 months to the end of June on 1 August, saw its blended Scotch flagship deliver a 21% leap in six-month sales to the end of December. Walker’s volumes for the half-year increased by 14% on the corresponding period a year earlier.
Where is blended Scotch whisky looking for growth in 2023? – Category Intel
