Diageo has launched a major global campaign by sending ambassadors James Marsden, Shanina Shaik and Suki Waterhouse to key global locations to lead its second annual International Scotch Day.
Diageo is encouraging Scotch fans in 70 countries this year to take part in celebrations, almost doubling from its first year, with the largest-scale events happening in India, Mexico, The Philippines and South Africa.
The alcohol brand invited actor James Marsden, supermodel Shanina Shaik and actress Suki Waterhouse to lead these celebrations, with Shaik in Johannesburg, Marsden in both Manila and Delhi, and Waterhouse in Mexico City.
While Scotch day is designed to promote the drink across Diageo’s portfolio, International Scotch Day is held during the week of the birthday of master blender Alexander Walker, the son of John ‘Johnnie’ Walker, who DIageo says brought Scotch to the world.
Ronan Beirne, global brand marketing director at Diageo, said: “Last year’s International Scotch Day was a huge success and this year we wanted to turn up the volume and make it even more of a celebration with our three global ambassadors and events in many more markets.”
Beirne continued: “We chose to shoot the campaign creative at the iconic Cambus Cooperage against a backdrop of casks representing a tradition of craftsmanship that dates back centuries, alongside these three stylish personalities enjoying a Scotch together. A perfect way to show that Scotch is cool, and made to be enjoyed whenever and wherever.”
The Diageo website will act as the online hub for the event, containing information on the campaign and the distilleries that Scotch enthusiasts can visit. While events, PR, social media, broadcast, e-commerce, sampling, in-store and in-bar activity are planned to drive wider awareness of the event.
Late last year Diageo Scotch marketer Lawrence Law spoke to The Drum about the ongoing challenge of maintaining relevance for a leading brand such as Johnnie Walker, particularly with younger drinkers, and the ways in which it had found success.