{"id":10010,"date":"2026-08-27T14:52:19","date_gmt":"2026-08-27T14:52:19","guid":{"rendered":"https:\/\/www.zmirov.com\/?post_type=realization&p=10010"},"modified":"2026-08-27T15:29:17","modified_gmt":"2026-08-27T15:29:17","slug":"johnnie-walker-blue-label-elusive-umami","status":"publish","type":"realization","link":"https:\/\/www.zmirov.com\/en\/realization\/johnnie-walker-blue-label-elusive-umami\/","title":{"rendered":"JOHNNIE WALKER – BLUE LABEL ELUSIVE UMAMI"},"content":{"rendered":"
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BLUE LABEL ELUSIVE UMAMI<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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CUSTOMER<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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JOHNNIE WALKER<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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ACTIVATION<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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Media Relations \u2022 Influence<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Pitch<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Avec cette nouvelle r\u00e9f\u00e9rence inspir\u00e9e du savoir-faire japonais, Johnnie Walker devait tenir une double exigence : parler aux connaisseurs sans se fermer \u00e0 une audience lifestyle plus large.<\/p>

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L’enjeu n’\u00e9tait pas seulement de pr\u00e9senter un nouveau produit, mais de construire un r\u00e9cit capable de s\u00e9duire \u00e0 la fois les sp\u00e9cialistes du whisky, les m\u00e9dias art de vivre et les cr\u00e9ateurs de contenu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Answers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Nous avons con\u00e7u un dispositif associant relations m\u00e9dias, influence et exp\u00e9rience de marque autour des codes du savoir-faire japonais.<\/p>

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Journalistes et cr\u00e9ateurs de contenu ont \u00e9t\u00e9 invit\u00e9s \u00e0 d\u00e9couvrir cette nouvelle r\u00e9f\u00e9rence lors de la Big Experience<\/strong>, imagin\u00e9e autour d’accords culinaires sign\u00e9s Kei Kobayashi<\/strong> et de rencontres avec le Master Blender de la maison.<\/p>

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Le lancement a \u00e9t\u00e9 prolong\u00e9 par un portage presse travaill\u00e9 comme un v\u00e9ritable objet de d\u00e9couverte, puis par une amplification port\u00e9e par des profils reconnus dans les univers food et spiritueux, parmi lesquels @ilyafoodstories<\/strong>, @geraldinemartens<\/strong> and @thepineapplechef<\/strong>.<\/p>

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Enfin, trois journalistes et deux influenceurs ont \u00e9t\u00e9 invit\u00e9s en \u00c9cosse afin de d\u00e9couvrir les coulisses de la marque et prolonger le r\u00e9cit aupr\u00e8s de leurs audiences.<\/p>

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Le dispositif a permis de faire dialoguer expertise produit, art de vivre et influence au sein d’un m\u00eame r\u00e9cit de marque.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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Results <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Social media content<\/div>\t\t\t
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Press coverage <\/div>\t\t\t
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The reach <\/div>\t\t\t
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D'EMV<\/div>\t\t\t
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SEE OTHER SIMILAR ACHIEVEMENTS<\/h4>\t\t\t\t<\/div>\n\t\t
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IKEA - IKEA+ Fashion Week<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Canon - World Unseen<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Evian - Mountain of Youth<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

BLUE LABEL ELUSIVE UMAMI CLIENT JOHNNIE WALKER ACTIVATION Relations m\u00e9dias \u2022 Influence Pitch Avec cette nouvelle r\u00e9f\u00e9rence inspir\u00e9e du savoir-faire japonais, Johnnie Walker devait tenir une double exigence : parler aux connaisseurs sans se fermer \u00e0 une audience lifestyle plus large. L’enjeu n’\u00e9tait pas seulement de pr\u00e9senter un nouveau produit, mais de construire un r\u00e9cit […]<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"company-category":[45],"class_list":["post-10010","realization","type-realization","status-publish","format-standard","hentry","company-category-vin-spiritueux"],"acf":{"project_title":"","project_description":"Cr\u00e9er l'adh\u00e9sion aupr\u00e8s des experts sans perdre les nouveaux publics","project_bg":11536,"layout_size":"full"},"yoast_head":"\nJOHNNIE WALKER - BLUE LABEL ELUSIVE UMAMI - Zmirov<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.zmirov.com\/en\/realization\/johnnie-walker-blue-label-elusive-umami\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"JOHNNIE WALKER - BLUE LABEL ELUSIVE UMAMI - Zmirov\" \/>\n<meta property=\"og:description\" content=\"BLUE LABEL ELUSIVE UMAMI CLIENT JOHNNIE WALKER ACTIVATION Relations m\u00e9dias \u2022 Influence Pitch Avec cette nouvelle r\u00e9f\u00e9rence inspir\u00e9e du savoir-faire japonais, Johnnie Walker devait tenir une double exigence : parler aux connaisseurs sans se fermer \u00e0 une audience lifestyle plus large. 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