Diageo has revived a golf-related marketing campaign for blended scotch flagship Johnnie Walker that first appeared in 1926.
The ‘Blue-in-One’ push presents a ‘hole-in-one’ challenge for US golfers over the age of 21 who will receive a Johnnie Walker Blue Label-inspired golf bag if they send proof of their unlikely feat. The offer, run in collaboration with Devereux Golf, lasts until the end of May.
When the brand first pushed the activation 99 years ago, golfers who achieved an ace were rewarded with a bottle of scotch. Nowadays, Diageo has created a Johnnie Walker Augusta Watch Party in New York City today (11 April) for a viewing of The Masters in Georgia.
“With a growing focus on accessibility, fuelled by new digital formats and energy-shifting tournaments, golf is becoming dynamic and widely embraced,” said Diageo North America’s senior VP of whiskey/whisky, Jesse Damashek.
“Like our whisky, the return of the ‘Blue-in-One’ Challenge balances tradition with progress, celebrating one of the game’s oldest and rarest achievements while inspiring a new wave of players to take part in energising the sport.”
In March, Diageo unveiled the Johnnie Walker Vault, a platform comprising a collection of rare scotch whiskies and offers of “luxurious” experiences to consumers.
