Johnnie Walker strikes a bold move with new campaign

Whisky brand Johnnie Walker has unveiled a campaign to promote its iconic Black Label through a bold new initiative "THE NEW BLACK", aiming to speak directly to this new generation of followers, known for their authenticity and fearless pursuit of dreams.

In collaboration with local creative agency We Glow HK, the campaign is equipped with a mantra of "Keep Walking," representing its commitment to progress and moving forward. The campaign follows the brand’s revamp in 2021, featuring the anthem “Paths are made by Walking”, and is the first large-scale campaign for Black Label after the pandemic.

As part of the campaign, Johnnie Walker has collaborated with four icons through “THE NEW BLACK COMMUNITY”, including local singer Jace Chan, skateboarder Cheuk Laam, singer-songwriter Jaime Cheung and rapper Matt Force, to launch a series of videos, with each icon showcasing their unique takes on the NEW BLACK. 

Despite their diverse personalities and backgrounds, they share the common Gen Z ethos of breaking conventions, pushing boundaries, and embracing individuality , which aligns with Johnnie Walker's ethos of self-challenge. The campaign is available until 21 January 2024. 

Beyond social, digital marketing and PR, Johnnie Walker has also joined forces with local hotspots The Pearl and Library Restaurant and Bar, to create a series of innovative cocktails, drawing inspiration from the four icons and the flavours of Johnnie Walker Black Label. 

Customers ordering two drinks from “THE NEW BLACK” cocktail series at the two venues could also enjoy a free, mystery-infused Johnnie Walker cocktail.

MARKETING-INTERACTIVE has reached out to Johnnie Walker for more information.

Lewis Au, marketing director, Diageo Brands, for Moët Hennessy Diageo Hong Kong and Macau parent company of Johnnie Walker, said: "This collaboration fully captures our 'Keep Walking' spirit, infusing our legacy of progressiveness and positivity through the stories of our four icons in creating a fresh narrative with audiences.”

“We’re excited to take the iconic flavour profile of Johnnie Walker Black Label and introduce new ways of enjoyment for a new generation,” Au added. 

Florence Kong, managing director of We Glow HK, said: “Our team have been long-running fans of the brand and we’re delighted to have the opportunity to demonstrate our creativity to help connect audiences to a new chapter for such an iconic brand.” 

Back in June, Johnnie Walker launched an immersive pop-up at Landmark, where guests could enjoy an exclusive multi-sensory experience, featuring meticulously curated experiences and exclusive tasting sessions.

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