How to :

- Find something new and appealing to a target very hard to please

- Stress origin and authenticity while being edgy

- Emerge among so many limited edition bottles in the end of year period

25 bottles tattooed for real to celebrate J&B and tattoo connection with London.

J&B Rare scotch blend whisky was born in London in the second part of the 19th century from merchant Justerini & Brooks willing to create its own house whisky. At the exact same period, tattoo trends started to spread around after Royal Navy sailors used to come back from distant travels sporting tattoos.

- Bottles were covered with a human flesh colored latex skin, slim enough to respect bottle shape and strong enough to be hit by a tattooer's needles.

- Tattooer "Le Sphinx" spent around 20 hours on each bottle.

Based on a single design, intrinsically, each bottle is unique. Displayed this winter at l'Eclaireur Paris in a rough black silkcreened wooden box, they were sold out within a week. Everybody was so excited from journalists to bloggers, including people on the web and in store. A design initiative that turned to be one of the best PR operations of the year at Moet Hennessy Diageo.