Keep walking – Black Label continues to stride out in style

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

Recognise this chap? No, not the fading, aging antipodean on the left but the sprightly looking dandy on the right.

That’s right, it’s Johnnie Walker’s famous ‘striding man’ and The Moodie Blog is delighted to report that even at the ripe old age of 101, he’s in better shape than ever.

So much so that he’s forming a key part of the centenary celebrations of Diageo’s great deluxe Scotch whisky brand Johnnie Walker Black Label, which kicked off in splendid style in Scotland over the past couple of days.

Over a sumptuos dinner at Gleneagles Hotel last night, Diageo Global Travel & Middle East (GTME) Managing Director Phil Humphreys talked passionately about the “most comprehensive and vibrant campaign we have ever created for one of our brands”. Certainly from the preview we received, it’s very, very good indeed.

The most eye-catching elements of the campaign are the prizes available in key target locations; full-size replica race helmets – each signed personally by Formula 1 Vodafone McLaren Mercedes (for whom Johnnie Walker is a key sponsor) drivers, Lewis Hamilton and Heikki Kovalainen. There are also over 100 half-scale helmets to be won.

The campaign also features a clever limited-edition celebratory version of Black Label (pictured below), that is about to launch through DFS Changi – undoubtedly the great platform and springboard for creativity in the travel retail spirits category. 

We’ll bring you the full details in coming days, and also let you know about a really exciting readers’ competition, which could see you in pole position at one of the most historic races in F1 history. Full story coming soon.

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