Johnnie Walker
Message on a bottle

Satellite worked with Lion Breweries to evolve the popular Johnnie Walker Message on a Bottle campaign, in the busy lead up to Christmas.


The campaign gave consumers the chance to purchase and personalise a bottle of Johnnie Walker online — creating an opportunity to buy unique gifts for loved ones, wedding presents, perfect for corporate gifting and the ideal Christmas gift for hubby (or tipple for Santa)!

The addition of Johnnie Walker Blue to past offerings was a great opportunity to re-create the label design and create a finish that reflected the luxurious nature and the depth of character of the Johnnie Walker brand.


Label Design Process

Satellite’s in-house design team designed the labels for the product portfolio — in a way that best reflected the true Johnnie Walker labels to maintain brand integrity and the luxurious and premium finish, but also to deliver a great online journey and magical ‘in hand’ experience for consumers.


Bespoke Orders

Satellite worked with Lion to create two bespoke labels in Chinese and Indian (Punjabi), with unique messaging on each. It was a great opportunity to further personalise the messaging, creating labels in different languages using dialect characters for a really special gift for customers.


Customising a bottle online

Satellite designed and built the campaign website for consumers to purchase a bottle of Johnnie Walker and create and preview their unique message to the label. There were four bottle varieties of Johnnie Walker on offer on offer — JW Black Label, JW Double Black, JW Gold Reserve Blended and JW Blue Label.

Satellite built an ecommerce website that managed label moderation in the backend (there’s always someone trying a naughty word or two!) and trafficked all orders through to dispatch.

It was designed in a way that led consumers through the personalisation and payment process simply and easily and in an enjoyable way, allowing them to preview their messages, and with ease of ordering multiple products and messages if they wished.


Fulfilment & Logistics

The Satellite live operations and activations teams managed the end to end process from receiving orders through to dispatch.

This included: Managing all stock; Managing all orders and moderating custom messaging; Dispatching custom messages to the printer; Attaching labels to Johnnie Walker bottles, quality control and re-boxing; Packing up for shipping; Dispatching product — booking and managing couriers.

In the lead up to Christmas and with courier delays due to COVID-19, there were challenges to overcome that demanded attention to detail and forward planning. Nobody wanted the Xmas present to be late!



The results were great — the sales via the website were up on the previous campaign with more bottles sold overall. Feedback from consumers was extremely positive with huge anecdotal feedback on the quality of the finish and it being the perfect gift for that ‘hard to buy for’ person in their lives.

In this project

  • Design & Build
  • Print management
  • Consumer communications
  • Personalisation
  • Order management
  • Reporting
  • E-commerce
  • Courier management