As proven throughout the in-show second, Moss-Bachrach’s partnership with Johnnie Walker is all about attention-grabbing pairings, with the actor teaming up with The Bear culinary producer Courtney Storer and Diageo Reserve mixologist Charles Joly to create Blue Label cocktail and meals pairings.
As a part of a 360 marketing campaign, the Blue Label cocktail and meals pairings surrounded the Emmys at varied occasions, together with the Emmys Governors Gala, the Disney Emmys Get together, and the HBO Max Emmys Reception. The combination additionally included 15-second spots airing earlier than and after the second, in addition to a 5-second billboard following the stunt.
In line with John Campbell, svp of leisure and streaming options at Disney Promoting, Disney has discovered that pairing in-show moments with promoting and different surrounding parts results in elevated model carry and buy intent, with search outcomes going “by way of the roof.”
“The important thing—and it was the identical factor with Don Julio—is that it must be the strategic, revolutionary companions that want to push the boundaries,” Campbell stated. “We proceed to push our companions, just like the TV Academy and the Academy of Movement Image Arts and Sciences, but it surely all the time works with our pals at Diageo, actually celebrating these moments that matter.”
For Johnnie Walker, the partnership with Disney and the Emmys was about inserting Blue Label into moments that make an impression.
“It’s about discovering the precise alternatives to insert Blue Label into tradition, and there couldn’t be a greater instance of this than the Emmys,” Dean stated, including that the combination “matches into our broader marketing campaign.”
Past the Emmys, the Blue Label cocktail and meals pairings can be found through the Blue List, a curated selection of bars and restaurants nationwide, together with notable venues in California, New York, Miami, and Chicago. These pairings embrace Magnificence In Movement, a reimagined whiskey bitter paired with a caramelized onion burger; Dressed For Success, an elevated twist on a Rob Roy paired with a steak frites chunk; and Lights, Espresso, Motion, a Johnnie Walker twist on an espresso martini that’s paired with a Chicago-style burger.
