Diageo are working with Dubai Duty Free to offer visitors a chance to purchase one of 50,000 bottles of Johnnie Walker Black Label with unique AI-generated artwork.
The ‘1 of 1’ campaign utilises Diageo’s groundbreaking Project Halo, a bespoke technology created by the group’s Breakthrough Innovation team. Halo uses algorithmic design technology and generative AI to provide thousands of one-off illustrations for the Johnnie Walker labels.
The firm have described the launch as ‘largest production of digital print designs using Halo technology that Diageo has produced to date.’ Previously, the technology had been used at Johnnie Walker’s brand home on Princess Street, Edinburgh, where guests could personalise their own labels using the AI-tech.
Dubai was specifically chosen for the launch because of its status as a hub for international travel. Each of the designs pay homage to the city and its culture.
Consumers are increasingly on the look out for personalised or curated gifts and exclusive shopping experiences. Diageo hope that this new campaign will take full advantage of this demand.
Andrew Cowan, managing director of Diageo global travel, explained: “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 offer travellers this unique Scotch experience.”
Benni Lickfett, global director of breakthrough innovation at 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 personalisation of our brands at scale.
“We know personalisation 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.”
The 50,000 bottles will be rolled out in two parts over a 12 month period. ‘City of Lights’ will be the first batch, which feature designs celebrating the Dubai’s nightlife, while part two is called ‘City of Sun’ and pays tribute to the city’s daytime and golden sunshine.
These limited edition designs of Johnnie Walker Black Label are available at any duty free store in Dubai Airport and DubaiDutyFree.com.
