Powering collectible product personalization at scale with generative AI
Johnnie Walker, the world's number one whisky, has consistently pushed boundaries in product innovation. The opportunity was to bring together the power of variable digital print and generative AI to solve for people’s desires for collecting one-of-a-kind products that speak to their taste and personality, re-imagining hoe people could experience the brand through personalization at scale.
The work:
'Project Vision' is a new Diageo Innovation capability that enables manufacturing of one-of-a-kind collectible packaging. In this breakthrough pilot, Johnnie Walker partnered with celebrated German illustrator Andy Gellenberg to create 50 original seed images in his distinctive pop art style, which were enhanced using generative AI to scale up to 5000 collectible variations. Each bottle features a silhouette of an individual, reflecting the diverse faces of the modern whisky consumer and enabling each consumer to choose a product that is entirely original, relevant, and reflective of their personal style.
The role:
Original project conception and team orchestration. Team partnered with Diageo Packaging R&D, supply, and procurement as well as industry leaders in AI, pre-press, and digital print, to bring this capability to life with a clear path to scale. This pilot launch in Germany builds on a wider global platform on pack personalisation across the Luxury and Digital breakthrough innovation agendas.
