Diageo, a multinational alcoholic beverage company, has launched a campaign for Johnnie Walker Black Label. It has collaborated exclusively with Dubai Duty Free and released about 50,000 AI-generated ‘1 of 1’ bottles. These bottles will be available only at prominent travel retailers like Dufry AG, DFS Group Ltd, and more. The remarkable project is a blend of cutting-edge artificial intelligence design and the essence of Dubai. The blend offers consumers unique whisky bottles that celebrate Dubai’s vibrant cityscapes. Here’s more about this unique and creative campaign.
The exclusive AI-designed Johnnie Walker bottles are individually designed using Diageo’s Project Halo AI technology. The core innovation behind this campaign, Project Halo, is known to leverage algorithmic design tools and generative AI in order to create personalised labels and digitally print them. These 50,000 bottles mark the largest-ever production run using Project Halo’s digital printing. It signals Diageo’s commitment to premium personalization at scale in travel retail. All the designs are inspired by the iconic day and night scenes in Dubai and are set to offer travel retail shoppers an immersive product experience.
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This ‘1 of 1’ campaign is divided into two phases over 12 months. The first phase is named “City of Lights,” which captures the beauty of Dubai’s night skyline. This is an urban panorama that offers a vibrant city energy and is illuminated by the glowing skyscrapers. The next phase is known as “City of Sun,” which celebrates the warmth of Dubai’s daylight and the beautiful golden hues.
This exclusive series is designed specifically to cater to the premium consumers or travellers. Sharon Beecham, Dubai Duty Free’s Senior Vice President for Purchasing, highlights the status of Dubai as a major global travel hub and a luxury destination.
Here, consumers look out for products that blend unique storytelling with cultural relevance. The ‘1 of 1’ campaign delivers premium whisky bottles that embody the spirit of Dubai. The opportunity to own a one-of-a-kind, locally inspired bottle represents a new standard in travel retail luxury and personalization, which Johnnie Walker is using to attract both seasoned whisky drinkers and potential consumers.
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Johnnie Walker Black Label ‘1 of 1 Dubai Duty Free’ also features a pop-up at Dubai International Airport’s Terminal 3. It provides travelers with an immersive experience that complements the innovative product. This physical activation is supported by influencer-led storytelling. It is to amplify the emotional connect and showcase the AI design journey to a global audience.
There will also be a one-month campaign highlight on DubaiDutyFree.com, offering convenient online access to the bottles, alongside in-store availability across all Dubai Duty Free locations. Indians can easily buy these bottles from the duty-free website.
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The Johnnie Walker ‘1 of 1’ AI-designed bottle launch stands as a benchmark for the future of personalized luxury goods within travel retail, setting a new standard for exclusivity, innovation, and consumer engagement.
