Diageo has partnered its Johnnie Walker blended scotch with US singer Sabrina Carpenter.
The “multi-year” collaboration, unveiled today (29 August), has been timed to coincide with the release of Carpenter’s new album, Man’s Best Friend, and the final leg of her Short n’ Sweet tour. It will feature Carpenter’s interpretations of Johnnie Walker Black Label-based cocktails alongside album-inspired digital content.
At selected venues on her tour, LDA attendees will be able to sample her signature cocktails, which include a manhattan, whisky sour and whisky highball.
The campaign is the first in a series of partnerships with artists aimed at broadening Johnnie Walker’s reach among younger LDA consumers and reinforcing its “Keep Walking” brand message. Activations will roll out globally across digital platforms and “key markets”, Diageo said.
Yesterday (28 August), the group confirmed plans to will close its bottling unit in Amherstburg, Ontario, by February next year.
