Like all brands within the spirits category, Johnnie Walker is accustomed to marketing around life’s celebratory cultural moments. But when it came to the emerging, disruptive culture of Web3 and collectible NFTs, the whisky maker lacked influence.

“This was an area of culture that we really weren't playing in, and it was becoming one of the biggest disruptions we were going to see in digital experiences going forward,” said Sophie Kelly, SVP of Whiskies at DIAGEO North America. “So we started our adventure not by setting up wallets and everything corporately, but coming into the landscape and attaching ourselves to a community—and bringing value to that community.”

Check out our conversation with Kelly about Johnnie Walker’s entry into the realm of Web3 experiences and digital creator collaborations, how the brand is connecting with new communities and the business benefits of diving into the world of NFTs.

Speaking of the metaverse, continued disruption and the steady influx of new technologies in the beauty industry has forced marketers in the category to become early adopters in digital. Virtual try-on technology, for instance, now enables customers to experience products remotely, thereby overcoming the confines of a physical retail store. Here’s how one trailblazing beauty brand, Laura Mercier, created a virtual store experience—and plans to embark on a lot more metaverse content moving forward.

Lastly, here’s a look at three imaginative brand experiences that took place during Miami Art Week, from SoundCloud’s freestyle sound booth to Meta House’s mixed reality playground to Origins’ personalized story sketches—plus five activation formats leveraged during the week-long event.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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