A century come, a century gone
A century full of Scotland's dawns
A century here, a century next
To Black Label: the prize for those who savor the best
With the year 2009 came another step for Johnnie Walker in its continued march towards excellence: the 100-year anniversary of the legendary Black Label. To announce the event (and the release of a specially-designed commemorative bottle), we created a digital campaign that gave consumers the chance to show off their wordsmithing skills—and get recognized for their creativity. A round of emails and a landing page drew up the curtain on the centennial, featuring an offer for complimentary glasses. The "Post a Toast" Facebook application encouraged Johnnie Walker Facebook fans to share their personal tributes to the big milestone.
The the toasts that fans "liked" the most automatically rose to the top.