As experts in sustainable practices within the drinks industry, Mr Lyan Studio were asked to assist Johnnie Walker in establishing the brand’s point of view and strategy towards sustainability.

We took a holistic approach, first looking at a large cohort of in- and out-of-category brands to assess different trends and approaches, claims and actions relating to sustainability.

We surveyed experts and representatives of the trade to understand current perceptions and attitudes towards the topic and explore how brands such as Johnnie Walker can take concrete steps towards reducing the environmental impact of their business. And, how they can communicate a point of view which is credible, trustworthy and non-judgemental.

This research and the insights it generated underpinned the activation component of the project, which incorporated new product development, consumer and trade activations and the creation of low environmental impact signature serves.

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Summary of scope:

• Trade and consumer research

• Brand and campaign strategy

• Market assesment and trend spotting