Picks of the Week: March 26, 2018
Account Executive, Consulting
Johnnie Walker introduces Jane Walker for Women's History Month.
To celebrate Women’s History Month, Diageo’s 200-year-old Johnnie Walker brand replaced their iconic striding man with Jane, Jane Walker. For the first time in the brand’s history, Johnnie Walker USA released a limited edition bottle of its bestselling Black-Label version and swapped the original logo with a female; someone who dresses, walks and conveys the same confidence as Johnnie. This campaign titled #WalkWithJane, aims to celebrate powerful women in business, culture and politics sharing the vision “Together we can keep inspiring women to keep walking; with every step we all move forward”.
The scotch blend stayed the same as well as the selling price of the product, however of the only 250,000 Jane Walker bottles to be sold in the month of March, $1 is to be donated to supporting women causes. The two causes are Monumental Women – an initiative meant to build more honorable monuments commemorating women suffragists in Central Park New York, and She Will Run- an organization devoted to getting women into office.
Activations & Events
DJ Khaled continues Weight Watchers partnership with touring pop-up activation.
In the next phase of their partnership, DJ Khaled and Weight Watchers are hitting the road together in support of the Freestyle Program with the launch of Khaled’s Kitchen. The activation will appear at select stops of his international concert tour in support of Demi Lovato. At the most recent show in Toronto, Khaled and his personal chef Melissa Zuniga were on deck, hosting the first of four surprise meet ups that are planned throughout the tour. The other locations will be revealed day of on social media. The fully decked out kitchen is meant to create a fully immersive food truck experience featuring many of DJ Khaled’s favourite dishes from the Weight Watchers Freestyle Program. This mobile activation amplifies the partnership on a national level and connects with Khaled’s fans in an authentic way. It also adds a cool factor to longstanding program by interacting with people in a setting that is comfortable for them and exposes the program to an audience that may have otherwise ignored their messaging.
Activations & Events
Headspace partners with the NBA.
Headspace, the mindfulness and meditation app, has joined forces with the NBA in their most recent brand partnership. At the beginning of the season, The LA Lakers were preparing for their season opener with a meditation session guided by the founder of Headspace, Andy Puddicombe, when one of the athletes asked the best way to get back into the game after a missed shot. From here, an authentic partnership between the two brands was created. With this collaboration, Headspace will be offering all NBA, WNBA, NBA G-League and NBA 2k Esports League athletes and team employees access to the Headspace app in return for the NBA assisting on content development with Headspace, creating athlete focused content to prepare for competition.
This is part of a broader industry trend around brands partnering to create mental health and mindfulness related programming ie: Nike & Headspace. No money was exchanged in this partnership as Headspace will be utilizing the collaboration to generate awareness through the NBA app (over 42 million downloads) and the NBA social channels (over 1.4 billion likes & follows globally).