Johnnie Walker partners with Dubai Duty Free to launch ‘1 of 1 design’ campaign

Johnnie Walker has launched a new ‘1 of 1 design’ campaign – a unique limited edition bottle design exclusive to Dubai Duty Free shoppers.

The exclusive bottle designs are inspired by iconic scenes of Dubai and uses AI technology to help create 50,000 unique bottle illustrations. Each bottle is a one-of-a-kind creation, with some designs strikingly different and others subtly unique.

Travel retail consumers are increasingly demanding exclusive, personalized and immersive experiences. This trend is at the heart of the new campaign, offering 50,000 unique bottles of Johnnie Walker Black Label exclusively for Dubai Duty Free. Dubai serves as a hub for international travelers from all around the world, making it the perfect city to launch this innovative bottle design.

The limited-edition Johnnie Walker Black Label uses a combination of algorithmic design technology and generative AI to create 50,000 one-of-a-kind bottle designs – inspired by Dubai by day and Dubai by night. The AI technology is powered by ‘Project Halo’, a Diageo Breakthrough Innovation that also allows brands and consumers to co-create personalized label designs and product artwork, such as at the Johnnie Walker Brand home at Princes Street, Edinburgh in 2024.

This exclusive launch with Dubai Duty Free is the largest production of digital print designs using Halo technology that Diageo has produced to date.

Diageo Global Travel recently featured Project Halo at TFWA in Cannes, demonstrating how the technology offers an exciting opportunity for personalized, premium gifting within travel retail.

The 50,000 bottles will be available in two instalments over a 12-month period: Drop 1: “City of Lights” – celebrates Dubai’s vibrant nighttime scene, and Drop 2: “City of Sun” – celebrates the golden sun of the Dubai daytime.

The exclusive launch will be supported by an immersive digital and retail campaign:

• Key industry influencers will be showcasing the full airport experience and activation.

• Dubaidutyfree.com will hero the limited-edition bottle for one month.

• The launch will also be supported by a Johnnie Walker Black Label ‘1 of 1: Dubai Duty Free’ pop-up to be built in Dubai Airport Terminal 3.

Shoppers can purchase this product at any duty-free store in Dubai Airport, as well as DubaiDutyFree.com.  

Commenting on the launch Andrew Cowan, Managing Director of Diageo Global Travel, said, “Exclusivity matters to travel retail shoppers, where they are increasingly looking for something they can’t get anywhere else. By enabling consumers to purchase a one-of-a-kind, locally inspired bottle, Johnnie Walker is aiming to excite and inspire new and existing whisky drinkers passing through Dubai. We are delighted to be partnering with Dubai Duty Free to offering travelers this unique Scotch experience.”

Sharon Beecham, Senior Vice President for Purchasing from Dubai Duty Free, commented, “Dubai is known around the world as a global travel hub and this new campaign from Johnnie Walker marries the iconic scenes of Dubai with consumers’ demand for something unique and special. The ‘1 of 1’ campaign by Johnnie Walker offers Dubai Duty Free shoppers something truly personal, with an imprint of this memorable city.”

Benni Lickfett, Global Director of Breakthrough Innovation, Diageo, added, “The Johnnie Walker Black Label ‘1 of 1’ campaign is the latest milestone in leveraging our own Project Halo Gen AI model to unlock premium personalization of our brands at scale. We know personalization is a major motivator for Travel Retail shoppers, so we are excited to deploy our technology at scale for this exclusive launch, building upon the learnings we have taken from our previous pilot projects.”