Guests to Dubai Responsibility Free can choose up one among 50,000 uniquely AI-designed bottles of Johnnie Walker Black Label as a part of its ‘1 of 1’ marketing campaign.
Unique to Dubai Responsibility Free, the marketing campaign makes use of AI powered by Diageo’s Venture Halo – a know-how created by the agency’s Breakthrough Innovation staff.
Via a mixture of algorithmic design know-how and generative AI, Halo has designed 50,000 one-of-a-kind bottle illustrations for Johnnie Walker’s Black Label whisky.
The idea offers customers in Dubai a personalised shopping for expertise. Diageo has famous that buyers are more and more demanding unique merchandise in journey retail.
Andrew Cowan, managing director of Diageo international journey, defined: “Exclusivity issues to journey retail customers, the place they’re more and more searching for one thing they will’t get anyplace else.
“By enabling customers to buy a one-of-a-kind, regionally impressed bottle, Johnnie Walker is aiming to excite and encourage new and current whisky drinkers passing by means of Dubai.
“We’re delighted to be partnering with Dubai Responsibility Free to supply travellers this distinctive Scotch expertise.”
Diageo says Dubai is the ‘good metropolis’ to launch the idea, for its standing as a hub of worldwide journey.
The launch is described because the ‘largest manufacturing of digital print designs utilizing Halo know-how that Diageo has produced thus far’.
Diageo established a Breakthrough Innovation staff in January 2024 to maneuver innovation past product growth. The staff’s Halo know-how permits customers to create bespoke designs on Diageo merchandise.
The know-how may also be discovered at Johnnie Walker’s model residence in Edinburgh on Princess Avenue, the place guests can personalise their very own label designs and product art work.
Diageo showcased the know-how at its journey retail presentation at this 12 months’s TFWA World Exhibition & Convention in Cannes, the place the corporate demonstrated methods to meet evolving client developments within the sector.
On the convention, Diageo additionally held a panel addressing the way forward for international journey retail.
Personalisation a ‘main motivator’ in journey retail
Benni Lickfett, international director of breakthrough innovation at Diageo, mentioned: “The Johnnie Walker Black Label ‘1 of 1’ marketing campaign is the newest milestone in leveraging our personal Venture Halo Gen AI mannequin to unlock premium personalisation of our manufacturers at scale.
“We all know personalisation is a serious motivator for journey retail customers, so we’re excited to deploy our know-how at scale for this unique launch, constructing upon the learnings we’ve got taken from our earlier pilot initiatives.”
The 50,000 bottles can be out there over 12 months in two elements. Half one is the ‘Metropolis of Lights’, which celebrates Dubai’s nighttime scene, whereas the second half is the ‘Metropolis of Solar’, celebrating Dubai’s daytime and golden solar.
The marketing campaign can be supported by means of activations akin to a pop-up in Dubai Responsibility Free at Dubai Airport Terminal 3.
The Black Label designs can be found at any responsibility free retailer in Dubai Airport, in addition to DubaiDutyFree.com.
Senior vice-president for buying from Dubai Responsibility Free, Sharon Beecham, added: “Dubai is understood all over the world as a worldwide journey hub and this new marketing campaign from Johnnie Walker marries the enduring scenes of Dubai with customers’ demand for one thing distinctive and particular.
“The ‘1 of 1’ marketing campaign by Johnnie Walker provides Dubai Responsibility Free customers one thing really private, with an imprint of this memorable metropolis.”
Final month, Johnnie Walker additionally unveiled the newest chapter of its international ‘Hold Strolling’ marketing campaign.
In the meantime, over the summer season, the world’s biggest-selling Scotch made waves by asserting a worldwide partnership with singer Sabrina Carpenter.
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