Case study: Johnnie Walker

Johnnie Walker is probably the best known Diageo brand in Brazil. The company has a global brand platform that it uses for all campaigns in all markets called Keep Walking but the key to implementing it in Brazil was bringing out the local relevance.

When Diageo launched the new Johnnie Walker campaign in October 2011, it tapped into the current feeling of opportunity and growth in the country by using the global strapline to personal effect – Keep Walking Brazil. Further blending the global campaign platform with a local flavour, Diageo picked an idea that tapped into both the geography and aspirational mood of the country. In the TV, print and digital advertising, Sugarloaf Mountain in Rio was depicted as a giant who was waking up and walking into the sea.

Diageo Latin America marketing director Olga Martinez Garcia says: “It was if Brazil itself was awakening and filled with momentum. This concept connects with Brazilian consumers as it is based on a Brazilian legend that also tells the story of a sleeping giant.

/j/e/x/Press.jpg

“As a brand, you will have to understand and become part of the local culture and blend this with your marketing. When we have implemented Johnnie Walker campaigns in the past we have had to be very careful about tailoring the overall messages of progress to the different regions – in one place this means pride in family and local heritage, in another it is more about individual success.”

/j/e/x/Press.jpg

However, not all Diageo campaigns are on such a large scale. When promoting its Smirnoff Nightlife Exchange Project, the company used the social dynamics of Brazilian culture to its advantage and focused on Facebook to drive home its message. Martinez Garcia explains: “The average number of friends of a Brazilian user on Facebook is so much higher than the global average, reflecting the social nature of the culture.

“This was therefore a very powerful network for us in Brazil to create a large fan base of over 1 million people and being able to leverage the event as part of our conversation with them. Understanding the dynamics of the social element was critical for us.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here