Johnnie Walker, the popular brand from under Diageo, has announced a bold, global, multi-year partnership with Gen Z’s current pop cultural sex symbol Sabrina Carpenter that’s behind hits such as “Espresso.” The partnership is coming out timed with Carpenter’s latest release of her submissive-flavored album ‘Man’s Best Friend’ and at the last leg of her world tour which will now offer as part of the tour signature Walker cocktails such as Manhattan, a Whisky Sour, and a Cherry Highball.. Diageo confirmed this is a first of several musicians partnerships to launch in the upcoming months.
The partnership is a smart move and a very interesting one to explore as it symbolizes two key aspects: on one hand it emphasizes the current industry thirst and need for more of the 21+ Gen Z audience exposure, approval and acceptance. It is also a nod and a wink to the recent provocative American Eagle ad with Sydney Sweeney that leans on a specific classic voluptuous blond look. This has raised some eyebrows at several audiences questioning over the specific choice of a submissive blond in a politically correct world.
As a woman in the industry, I applaud and appreciate the choice of exposing more of the sensual, provocative, feminine flavors of whisky advertising. Many times the image of a female whisky lover is of a tough cookie, and so showing some skin and sensuality from a sexual icon in a very classic manner should appeal to different audiences of different genders, cultures and ages.
