A Blend of Artistry

In a boundary-pushing project bringing together creative expertise across Phantom, Johnnie Walker and Diageo’s Breakthrough Innovation team, we crafted the first-ever AI-powered whisky personalisation experience. Using generative AI, whisky enthusiasts can co-create their own bottle of Blue Label with renowned Scottish artist Scott Naismith, each design truly one-of-a-kind: a highly individualised, never-to-be-replicated keepsake. 

At the heart of the experience is a groundbreaking new technology called ‘Halo’. This innovative capability empowers consumers to leverage the power of generative AI to co-create designs for products in a way that is bespoke to them and relevant to the worlds they’re passionate about. Brands have allowed drinks fans to customise their bottles before – think classic name and date engravings – but never like this.

Hosted at Johnnie Walker’s flagship Princes Street location during the Edinburgh Festival Fringe, whisky fans were invited to answer a short series of questions via a purpose-built tablet questionnaire, giving our AI engine a flavour of their personalities. These were then blended with Scott’s vibrant, colourful abstractions, generating three unique designs for the visitor to choose from, illustrated in vivid detail on a custom-made 3D model, to be printed right there in-store.

Highlights – All bottles quickly sold out, leading to a 113% year-on-year sales uplift for Johnnie Walker Blue Label. The experience generated 58+ pieces of press coverage with an estimated 12 million views and was rated 9.7/10 by Trend Hunter.