Johnnie Walker Green Label
Green Vision
A Sabre Award-nominated environmental marketing program, Green Vision was designed to position Johnnie Walker Green Label to an affluent, urban, male demographic in major Latin American markets. On the cusp of the green trend back in 2006, since then, many PR awards have in fact created an entirely separate Green/Eco category for such endeavors.
Given the brand’s tagline of “purity found in nature” we devised a truly ground-breaking environmental concept for Mexico, Colombia and Brazil, with spectacular success in both the media and in the lives of those it benefited. By focusing on the sexiness of "eco-chic" in the media and celebrity circles, Green Vision carved a distinctive point of difference for Green Label while staying true to the brand's essence. Tactics range from special packaging to a custom "green" logo, branded materials, launch events, visibility platforms and NGO spokespeople.
In Mexico City more than 15,000 trees were planted to ensure the purity of the city's watershed.
In Bogota a city-center park was totally redesigned to provide office workers with a pleasant lunch or break location.
In Sao Paolo an entire boulevard through the city was lined with rare indigenous trees.
