Luxury Goods – Creating Desire
Why would anyone spend $200 for a bottle of Scotch? Or $50 for a single cigar?
The marketing of luxury goods nimbly sidesteps practicality and logic. It tugs at emotions. Stokes your desires. And seamlessly turns love-to-have into a must have.
Are You Experienced?
A Diageo program for upscale accounts to offer a glass of Johnnie Walker Blue Label as the ultimate way to mark a special occasion.
Video: The Avo 88 Cigar
Avo Uvezian is a luxury cigar legend. I wrote the video that celebrates his 88th birthday and the debut of the Avo 88 Cigar.
Engraved Invitation
To encourage gifting, Johnnie Walker Blue Label periodically provides free engraving to make its rare Scotch even more one-of-a-kind.
Crowning Achievement
A limited-edition 75th anniversary whisky to commemorate the original Crown Royal served to King George VI in 1939.
Video: The Making Of
A sensuous, behind-the-scenes look at a photo shoot for a new Don Julio 1942 print campaign. I edited the video.
Chivas Regal 18
This confident, minimalist print campaign humorously explains why each bottle of 18 year-old Scotch is individually numbered.