JOHNNIE WALKER BLUE LABEL ICE CHALET with perfect moment

As part of its limited edition series, RanaVerse was tasked by the Global Blue Label team with aligning a luxury ski wear partner for the new Johnnie Walker Blue Label Ice Chalet blend. Agency signed on Perfect Moment who utilized their houndstooth motif for the exterior of the bottle and also a reversible cross body bag which formed the bottle packaging. For the global launch, agency cast Priyanka Chopra - Perfect Moment shareholder and global luxury maven - to front the campaign assets. RanaVerse also globally led PR co-ordination.

For the UK launch, agency worked with local client for the brand's first Selfridges Pop Up 'Ice Chalet' - a seven day installation which showcased the liquid and a capsule collection created by Perfect Moment to accompany the bottle. Agency brought in partner My Beautiful City to conceptualize the space. To add immersive excitement we continued Blue Label's relationship with fashion and tech hub SHOWstudio who designed an installation titled ‘Moment Maker’ with three different effects inspired by the liquid, the Perfect Moment print and ski resort Gstaad. Open for seven days, people who took part in the Moment Maker received a digital postcard of the experience and the three different effects. To continue Blue Label’s relationship with people pioneering luxury, the first Moment Makers were three UK designers setting the conversation in the UK - Martine Rose, Tolu Coker and Nensi Dojaka. The three women were scanned by SHOWstudio to create the pop ups invite used across social and press.

The Ice Chalet installation was launched with a private event hosted by the brand, Perfect Moment & SHOWstudio where guests were able to do 1-1 tastings of the liquid, create Moment Maker artworks and be gifted from the capsule collection. Attendees / Moment Makers included Suzy Menkes, Leomie Anderson, Amelia Windsor, Cora Corre, Molly Moorish Gallagher, Jim Chapman and more.

For the UK installation, headline results included press features in WWD, Wonderland, Perfect Magazine, Mail Online, Metro, with over 120 social posts from the launch event delivering a total reach of 17.6m.

GLOBAL (CASTING ONLY)

UK