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Cost of mentoring per person 


reached directly over a trial period of 3 months


more consumer reach, exceeding KPI (projected)


Whiskey lovers needed an easier and more accessible way to access whiskey knowledge. 

We set out to deliver the expected premium experience and branded storytelling while reducing cost and achieving scale with technology.

We found that our audience likes to buy products which stand out as being different; from the latest technology to being viewed as knowledgeable and being first in the know. Johnnie Walker needed to provide that social currency that will put our audience in this position of knowledge.


Through the use of holographic content, we created a virtual mentoring program, offering an always on solution to whisky education. 

With each holographic edition bottle sold, consumers are challenged to “not just drink your Black Label. Play with it”. 

QR codes or hyperlinks lead consumers to a dedicated channel of holographic content, bringing the Johnnie Walker narrative to life in the very palm of their hand. 


Cost of mentoring reduced from 300USD to 8USD per person. 

Over a test period of 3 months, 85,296 consumers were reached directly in USA and Thailand. 

Projected to exceed FY17 consumer reach KPI by 40%. 

Following the initial success, China, South Africa, Philippines, Russia, Canada and Brazil will now launch. 


Isobar is a global digital agency that delivers experience-led transformation, powered by creativity. In 2017 Isobar won over 300 awards including Campaign Asia-Pacific Digital Network of the Year. In 2018, Isobar won a Cannes Lions Grand Prix, was listed in Fast Company’s Top Ten Most Innovative Companies and was named a Leader in Gartner Global Digital Marketing Agencies Magic Quadrant for the fourth time in a row. Clients include Coca-Cola, Adidas, Enterprise, P&G, Philips and Huawei.

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