Johnny Walker Launches Collaboration Package with Show Me The Money 9

[Asia Economy Reporter Lee Seon-ae] Johnny Walker, the world's number one Scotch whisky brand, has launched a ‘Show Me The Money 9’ collaboration package to engage with the millennial generation.

Diageo Korea, the number one whisky company in Korea, announced on the 22nd that it will introduce the ‘Johnny Walker Show Me The Money 9 Collaboration Package’ nationwide in marts and department stores through a collaboration with Mnet’s hip-hop survival audition program ‘Show Me The Money 9’.

Historically, Johnny Walker has collaborated with various entertainment cultural contents worldwide, including films. Last year, it released a collaboration product with the American drama Game of Thrones. In Korea, it participated as the official liquor sponsor of the Busan International Film Festival last year and took part in various music festivals. This collaboration with Show Me The Money 9, conducted in terms of cultural content partnerships, is expected to be an opportunity to actively communicate with Korea’s millennial generation, who are passionate about hip-hop.

Show Me The Money 9 is a popular hip-hop survival program continuing into its ninth season, attracting much attention from domestic hip-hop fans. Johnny Walker plans to produce spin-off digital video content with Show Me The Money 9 and release it through the Mnet YouTube channel and Mnet Hip-hop Facebook channel.

The Johnny Walker Show Me The Money 9 Collaboration Package targets the millennial generation and applies a hip and stylish package design to ▲ Johnny Walker Red Label 700ml, ▲ Johnny Walker Black Label 700ml, and ▲ Johnny Walker Black Label 500ml.

The Johnny Walker Show Me The Money 9 Collaboration Package features the Show Me The Money 9 logo and applies sophisticated red and black colors as the basic background for each product. Additionally, it uses a tilted transparent package designed after Johnny Walker’s unique 24-degree diagonal label, allowing customers to see the product directly.

In particular, the Johnny Walker Show Me The Money 9 Collaboration Package includes explanations of highball recipes such as ‘Johnny Lemon Highball’ and ‘Johnny Ginger Highball’ that can be easily enjoyed as part of the ‘Enjoy Your Own Johnny Highball!’ campaign. Also, through the QR code on the top of the package, customers can watch highball recipe videos released on the brand’s official SNS accounts.

Meanwhile, when purchasing the 200ml small-sized Johnny Walker package at convenience stores, customers will receive a Johnny Highball recipe card that conveys the hip vibe of Show Me The Money. The 200ml small-sized Johnny Walker package is designed with a stylish look and reasonable price, targeting the home drinking trend.

Lee Sang-ah, assistant manager of Johnny Walker marketing team at Diageo Korea, said, “As the home drinking trend continues to expand in Korea, whisky highballs are gaining popularity. We hope everyone enjoys Johnny Highballs, which can be easily made according to personal taste, while watching the Show Me The Money 9 spin-off content.”