Johnnie Walker has rolled out its largest ever global marketing campaign that will activate simultaneously in more than 50 countries.
Titled “Joy Will Take You Further”, it is designed as an evolution of “Keep Walking”, the brand’s philosophy for more than 15 years, representing a new perspective on personal progress.
Developed in partnership with the brand’s global creative agency, Anomaly, the campaign brings to life the art of blending and the blenders who create the world’s most iconic Scotch whisky through a significant investment in mentoring and customer experiences, in addition to a new television commercial, print and digital advertising, point of sale materials and engaging digital content.
Based on insights into how success is viewed by consumers today, the campaign delivers a concept that joy can be a catalyst to the progress they seek, and aims to generate a positive culture shift by promoting the idea that finding joy in the journey is part of the recipe for success.
Syl Saller, chief marketing officer of Diageo, owners of Johnnie Walker, said the launch of “Keep Walking” marked a fundamental shift in the way scotch was marketed and kick-started a decade of transformational growth for Johnnie Walker and the category as a whole.
“I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth. It is rooted in deep consumer insight and tells true stories of people who have truly walked with joy,” Saller said.
“At Diageo, we believe in building brands with purpose – meaning that they go beyond product benefits – and this is a great example of an incredibly strong idea that is brought to life with an outstanding creative.”
The campaign features stars from the worlds of sport and entertainment such as Formula One world champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success.
Guy Escolme, Johnnie Walker’s global brand director, added the new campaign – drawing on decades of research – challenged the conventional wisdom that success guarantees you happiness and instead celebrates the fact that happiness actually helps people achieve success.
“Johnnie Walker has always stood for progress – it’s been the story of our whisky since our founder John Walker started it all nearly 200 years ago,” he said.
“What two centuries of experience has taught us is that progress doesn’t have to be an endless uphill journey – we can enjoy the steps we take and the more happiness we find in them the more likely we are to achieve our goal. Evidence that confirms our conviction that sits at the heart of our brand: ‘Joy Will Take You Further’.”