Visitors to Dubai Duty Free can receive one of 50,000 uniquely designed AI-designed bottles of Johnnie Walker Black Label as part of the '1 of 1' campaign.
Exclusive to Dubai Duty Free, the campaign uses AI powered by Diageo's Project Halo, a technology created by the company's Breakthrough Innovation team.
Halo designed 50,000 unique bottle illustrations for Johnnie Walker Black Label Whiskey through a combination of algorithmic design technology and generative AI.
The concept offers a personalized buying experience for shoppers in Dubai. Diageo noted that consumers are increasingly demanding exclusive products in travel retail.
Andrew Cowan, managing director of Diageo Global Travel, explains:
“Johnnie Walker aims to excite and inspire new and existing whiskey drinkers visiting Dubai by allowing consumers to purchase unique, locally inspired bottles.
“We are delighted to partner with Dubai Duty Free to offer travelers this unique Scotch experience.”
Diageo said Dubai was the “perfect city” to launch the concept given its status as an international travel hub.
The launch is described as “the largest production of a digital print design using Halo technology ever produced by Diageo”.
Diageo established the Breakthrough Innovation Team in January 2024 to drive innovation beyond product development. The team's Halo technology allows consumers to create bespoke designs on Diageo products.
The technology is also available at Johnnie Walker's brand headquarters on Edinburgh's Princes Street, where visitors can customize their own label designs and product artwork.
Diageo unveiled the technology at the Travel Retail presentation at this year's TFWA World Exhibition & Conference in Cannes, demonstrating how it responds to evolving consumer trends in the sector.
Diageo also hosted a panel discussion at the conference to discuss the future of global travel retail.
Personalization is a 'key motivator' for travel retail
Benny Rickfet, Global Director of Breakthrough Innovation at Diageo, said: “Johnnie Walker Black Label’s 1 of 1 campaign is the latest milestone in leveraging our proprietary Project Halo Gen AI model to deliver premium personalization for our brand at scale.
“We know that personalization is a big motivator for travel retail shoppers, so we’re excited to build on the learnings from previous pilot projects and deploy our technology at scale for this special launch.”
The 50,000 bottles will be sold in two batches over 12 months. The first part is 'City of Lights', which celebrates Dubai's night view, and the second part is 'City of Sun', which celebrates Dubai's daytime and golden sun.
The campaign will be supported through activities such as a pop-up at Dubai Duty Free at Dubai Airport Terminal 3.
Black Label designs are available for purchase at Dubai Airport Duty Free stores and DubaiDutyFree.com.
Sharon Beecham, Dubai Duty Free's senior vice president of purchasing, added: “Dubai is known around the world as a global travel capital and this new campaign from Johnnie Walker marries Dubai's iconic landscapes with consumers' demand for something unique and special.”
“The '1 of 1' campaign by Johnnie Walker offers Dubai Duty Free shoppers something truly personal, with a touch of this memorable city.”
Last month, Johnnie Walker also announced the latest chapter of its global 'Keep Walking' campaign.
Meanwhile, over the summer, the world's best-selling Scotch made headlines by announcing a global partnership with singer Sabrina Carpenter.
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