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Leading Scotch whisky brand Johnnie Walker is teaming up with comedian Ronny Chieng to celebrate Lunar New Year with a fresh take on tradition.
The latest campaign introduces the limited edition Johnnie Walker Blue Label bottle, designed by artist James Jean to celebrate the Year of the Snake.
Johnnie Walker has released a special bottle design to celebrate Lunar New Year since 2013.
Alongside the bottle release, the Diageo brand has also launched a short spot featuring Chieng and his wife Hannah Pham as they share their traditions.
This includes making "Yu Sheng," a colorful dish symbolizing prosperity, and enjoying a Golden Orange Old Fashioned with Johnnie Walker Blue Label.
"Lunar New Year is all about coming together to celebrate and honor family traditions, but it also offers an opportunity to evolve those customs," said "The Daily Show" comedian.
"Hannah and I are very happy to welcome Johnnie Walker into our Lunar New Year celebrations, making new traditions uniquely our own," he added.
To help fans celebrate the special holiday, Johnnie Walker is also launching a new edition of "The Johnnie Walker Blue List" — a digital guide showcasing top bars and restaurants across the U.S. that offer Blue Label pairings.
Josh Dean, VP of Johnnie Walker at Diageo North America explained the idea of "The Blue List" as a "fresh way to honor Lunar New Year traditions while supporting the communities that celebrate it.
"By spotlighting these restaurants and bars and tapping into their culinary and local trend expertise, we’re able to recognize their impact on the culinary scene and push the boundaries of how Scotch whisky can be enjoyed, inspiring new ways to celebrate and connect."
By teaming up with comedians like Chieng, Johnnie Walker leverages celebrity and influencer marketing — not just to attract audiences, but also to celebrate the Lunar New Year in a fun and thoughtful way.
Ronnie's Traditions
In the style of a talk show, Ronny Chieng and his wife kickstart the Johnnie Walker spot by greeting viewers a happy Lunar New Year.
He then tells his holiday traditions in parts, starting off with giving gifts that impress.
According to Chieng, giving presents must be done in sets of twos, and not four.
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The second part of his tradition includes eating food that double as symbols, such as peanuts and noodles, both of which symbolize long life.
"But for the ultimate good fortune, you got to go with Yu Sheng salad and yelling auspicious stuff as you make it," he tells the viewers.
He then goes through the salad's ingredients, each of which represent opportunities, youth, and abundance.
Chieng caps off his traditions by playing a game of Lunar New Year Mahjong, to put his good fortune to the test.
The spot ends with a montage of the couple dancing their night away with Johnnie Walker's Blue Label.
Previously, Bud Light teamed up with Post Malone and Shane Gillis for its Super Bowl LIX campaign.
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