Communication · ROOTS PR
Johnnie Walker: Blue Label Chinese New Year Edition
A globally exclusive whisky needed a uniquely Malaysian story, found in a street-art collaboration for Chinese New Year.
- RM 1M+ PR value
- 100+ News clippings
The Challenge
A local angle for a global icon.
Johnnie Walker Blue Label is known worldwide for its exclusivity and artist partnerships. The task was to create a distinctly Malaysian point of difference, one that resonated locally while keeping the prestige of a Blue Label collaboration intact.
The Solution
Street art meets Chinese New Year.
The brand partnered with international muralist Ernest Zacharevic, known locally for his Penang street art, to design a limited-edition bottle timed to Chinese New Year. ROOTS PR led artwork direction, influencer relations, charity partnerships, media interviews and a launch event built around heritage, craftsmanship and Chinese cultural tradition.
The Impact
Newsworthy, and rooted.
The collaboration generated over RM 1 million in PR value across more than 100 news clippings , with coverage centred on the collaboration, heritage, craftsmanship and Malaysian Chinese culture.
An international artist for the headline, a local story to make it matter.
