JOHNNIE WALKER
E-COMMERCE

Whisky has a bit of an image problem. It's associated with stuffy leather armchairs and complicated taste notes. Johnnie Walker wanted to shake all this off and recruit 12.2 million new whisky drinkers a year.

 

With a bold, evocative, youthful rebrand in place, it wanted to transform its e-commerce offering. The new website had to get the e-com basics right, meet consumer needs and sell whisky with a bang. 

​​

• Based on a series of customer mindsets, I wrote copy for the website, helping new whisky drinkers overcome the perceived purchase barriers. 

• I translated the new ATL brand TOV to work in this SEO-focussed digital space.

• The project included writing product pages, cocktail recipes, brand story pages and UX copy including newsletter sign up.