Johnnie Walker Scotch e-CRM

BRIEF: Prompt 30-something men to try Johnnie Walker and make it a part of their entertainment repertoire. INSIGHT: Men in their twenties and thirties don't order Johnnie Walker scotch at the bar because they are intimidated by the language, customs and myths that surround Scotch. IDEA: Use CRM to give men confidence to order Johnnie Walker via a one-to-one primer on Scotch lore. EXECUTION: A step by step program that takes our man from newbie to confident Scotch connoisseur.