We launched a new global 360 campaign to reposition Red Label as the bold, modern whisky for people who choose presence. Rooted in the spirit of its creation, the idea draws from the original purpose behind the Red Label itself, designed by Johnnie Walker’s grandson to stand out in colour, taste, and character. We built a creative playbook and scalable assets to roll out consistently across markets while remaining adaptable to local nuances.

High-impact visuals create unmistakable visibility, while thumb-stopping digital films, social-first edits, and mixology-led activations translate colour and flavour into memorable moments. The asset library was designed for scalability and local adaptation, allowing markets to deploy with consistency and cultural authenticity.

Red Label no longer plays background noise. It is a deliberate choice, a visible statement for anyone who wants to be noticed. 🔴