The launch of the Johnnie Walker Green Label -- only the fifth label to be launched by the brand in 200 years -- will be supported by online advertising and email marketing.
The invites users to take an interactive journey online, where users can find out about Green Label's four signature malts.
Each of the malts is represented by a natural landscape with different settings used to illustrate the role each of the malts plays in the final taste of Green Label. The different locations convey the four themes of power, finesse, heart and mystery.
The site will soon include a photo challenge. Visitors will be encouraged to upload photographs, which they believe captures the essence of nature. These photos will be shared in an online gallery with the option for others to vote for their favourites. Each month a different photographic theme will be set to cover the four themes to re-enforce the product message.
Flo Heiss, creative partner at Dare, which developed the site and online advertising, said: "Green Label has strong associations with nature and outdoor pursuits. We have created a captivating sensory experience to emphasise this connection; encouraging drinkers to discover the subtleties of the blend."
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