Johnnie Walker Pamphlet: A Sophisticated Sales Tool

An Engaging Leaflet that Showcases the Johnnie Walker Brand

When it comes to luxury products like Johnnie Walker, conveying the essence and value of the brand is crucial. In the past, sales reps relied solely on price lists, leaving them with no tangible way to express the true value of the product. However, with the Johnnie Walker pamphlet, sales reps now have a visually stunning tool that captivates customers and showcases the brand's history, stories, and commitment to quality.

The leaflet format of the pamphlet was specifically designed for sales representatives from the out-of-store sales division at upscale department stores. Its dimensions of 210mm width and 297mm height, equivalent to A4 size, make it convenient for sales reps to carry in their attaché cases. This ensures that they always have the necessary information at hand to engage potential customers.

One of the key strengths of this design is its ability to differentiate between the varieties of products in stock and those that are out of stock. The adjustable leaflet includes cards corresponding to the different varieties, allowing sales reps to easily showcase the available products to customers. This not only enhances the customer experience but also helps sales reps make informed recommendations based on the customer's preferences and profile.

EGC Creative, led by creative director Yoshitaka Nonaka, art director Eriko Takahashi, and copywriter Koji Yoshii, aimed to create a visual story that conveys the specific taste of Johnnie Walker. The pamphlet serves as a substitute for the actual touch, texture, and taste of the product, making it an essential tool in the sales process.

Since its introduction in September 2015, this pamphlet has been used by sales reps employed by renowned department stores in Japan. Its impact on sales and customer engagement has been remarkable, earning it the prestigious Silver A' Design Award in 2016. This award recognizes the exceptional creativity, technical expertise, and innovation demonstrated by the Johnnie Walker pamphlet.

The Johnnie Walker pamphlet is a testament to the power of design in enhancing the sales process and creating a memorable brand experience. With its sophisticated design, informative content, and tailored approach, it has become an indispensable tool for sales reps and a captivating introduction to the world of Johnnie Walker for potential customers.