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A century come, a century gone A century full of Scotland's dawns A century here, a century next To Black Label: the prize for those who savor th… Read More
A century come, a century gone A century full of Scotland's dawns A century here, a century next To Black Label: the prize for those who savor the best With the year 2009 came another step for Johnnie Walker in its continued march towards excellence: the 100-year anniversary of the legendary Black Label. To announce the event (and the release of a specially-designed commemorative bottle), we created a digital campaign that gave consumers the chance to show off their wordsmithing skills—and get recognized for their creativity. A round of emails and a landing page drew up the curtain on the centennial, featuring an offer for complimentary glasses. The "Post a Toast" Facebook application encouraged Johnnie Walker Facebook fans to share their personal tributes to the big milestone. The the toasts that fans "liked" the most automatically rose to the top. Read Less
Published:
Black Label Centennial
Consumer Relationship and Social Network Strategy
A century come, a century gone
A century full of Scotland's dawns
A century here, a century next
To Black Label: the prize for those who savor the best

With the year 2009 came another step for Johnnie Walker in its continued march towards excellence: the 100-year anniversary of the legendary Black Label. To announce the event (and the release of a specially-designed commemorative bottle), we created a digital campaign that gave consumers the chance to show off their wordsmithing skills—and get recognized for their creativity. A round of emails and a landing page drew up the curtain on the centennial, featuring an offer for complimentary glasses. The "Post a Toast" Facebook application encouraged Johnnie Walker Facebook fans to share their personal tributes to the big milestone.
The the toasts that fans "liked" the most automatically rose to the top.