News

Johnnie Walker brings flavours of Blue Label to life through music at Resorts World Genting

Simon Little on the Blue Label organ

Simon Little plays the Flavour Conductor

Johnnie Walker staged an experiential marketing event at a casino in Genting, Malaysia this week using a specially made church organ that produces music that, in combination with a visual display, enhances the flavours of Blue Label, the brand’s most expensive malt.

Held in a purpose built dome on the top of Resorts World Genting, high-rollers gathered for a performance by Simon Little, who composed and performed a piece of music made in consultation with neuroscientists to bring out the six tastes of the whisky for the audience sipping the drink.

Here is a short clip from a rehearsal of the performance earlier this week.

The performance is part of the year-long Symphony in Blue campaign that launched first in London in September last year. The Malaysia event follows one in New York.

The event comes the week after Johnnie Walker launched an app for Blue Label that helps brand ambassadors in Malaysia and Indonesia tell consumers about the drink’s six flavours.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing