Top 5 Marketing Strategies To Learn From Johnnie Walker Drinks Gift Box

Any liquor’s perfect accompaniment is a glass. And for that reason, it’s common promotional merchandise in the industry. Johnnie Walker, however, drew the line between their brand and other liquors by collaborating with glassmaker, Riedel and artist, Taxa for a drinks gift box.

Drinks Gift Box: A Three-Way Collaboration

Johnnie Walker, the renowned whisky brand, joined hands with Riedel, a glassmaker company with the Hong Kong-based Japanese artist, Taxa to come up with this unique drinks gift box.

With every purchase of Johnnie Walker Blue Label, consumers will receive a drinks gift box. The gift box contains two glasses as promotional gifts: the Spirit and the Neat. Each custom glass is designed to enhance the specific flavours of the whisky.

The luxury packaging, on the other hand, depicts the flavours to be enjoyed in the whisky. From the flowers, the bees and the woods As well as the connection formed through sharing a glass of liquor is shown through the silhouette of a pair of faces.

Johnnie Walker’s brand motto to keep walking, Riedel’s ever-evolving modern glassware and Taxa’s arts inspired by the street art culture all contributed to the overall message of the drinks gift box: to continue going forward and make connections as you do.

Top 5 Marketing Strategies To Learn From Johnnie Walker Drinks Gift Box

1. Give out custom merchandise.

The benefit of custom glassware is that it makes the brand stand out in a cabinet. It’s not like every glass thus, it instantly reminds people where and when they got that uniquely custom glass.

Any custom merchandise, especially the branded ones, manages to do this and increase brand retention and recall.

In this case, Johnnie Walker offered two different glasses which let people share the drink. Additionally, the difference in the glasses aids consumers to enjoy the drink to the fullest, depending on the mood they’re in.

2. Put the products in packaging.

Product packaging is the first thing people encounter so businesses spend time planning it. It can give an impression to consumers that will make or break the decision to purchase the whole product.

For that reason, businesses must be careful to make sure the packaging will be creative while representing their brand’s motto or campaign. Moreover, a boxed product is more likely to be picked up from the shelves rather than promotional gifts people will have to redeem in designated places.

So, collaborating with a successful artist helped Johnnie Walker produce creative and luxury packaging that speaks for them.

3. Lower the investment risk.

A collaboration lowers the investment risk for parties involved because it helps your business tap into a market without having to incur extra manpower and cost.

In this case, the glassware company managed to introduce itself into the liquor brand’s loyal market and vice versa. People learned Johnnie Walker is willing to add necessary tools for them to fully enjoy and experience its product.

The custom glass is also put into the limelight about how each kind brings out different flavours for people to taste. Moreover, the addition of a successful artist also helped elevate the luxury value of the whole drinks gift box while introducing consumers to this artist.

4. Leverage gift with purchase.

People like free gifts. It’s in human nature. So, receiving a promotional product on top of what they purchased without additional expenses immediately makes them want to purchase the product.

For this promotion, the liquor brand offered a glassware gift set that is also practical which adds to the value of the product and the impulse to buy.

5. Compel impulse buying.

Apart from offering gift with purchase, another factor that compels people to buy is the time. Promotional merchandise available only for a limited time means it will not be offered again. Generally, people know this so they hastily make their purchase.

As we’ve seen above, it’s clearly written that the branded gifts are only available until stocks last without an end date. Thus, people will be compelled to act fast and purchase impulsively because they may never be able to avail it again. It triggers a fight or flight kind of feeling.

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In Conclusion,

If you wanted to bump up your sales, one surefire way is to offer gift with purchase and by collaborating with another brand, you can lower the production cost for the promotional gift itself. After that, putting these in a drinks gift box ensures adds a handy, creative and luxurious feel to the promotion.

At the same time, working with an artist ensures your drinks gift box will speak for you and carry the brand you want your consumers to perceive.

ODM Can Help!

We’re a promotional products marketing agency that specializes in the customization of promotional merchandise, advertising displays and product packaging. Our creative team, Mindsparkz, will work closely with your business to ensure your vision will turn into the promotional merchandise you needed.

Apart from that, we also manufacture bottle glorifiers, point-of-sale displays as well as event merchandise. Don’t hesitate to contact us today!

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