Why Johnnie Walker is moving away from its ‘corporate’ image in first global campaign

Johnnie Walker has evolved its “Keep walking” tagline with a new global message targeted at engaging younger drinkers by focusing on joy and becoming less corporate as a brand.

The whiskey brand’s emotive new tagline “Joy will take you further” is an evolution of the brand’s longstanding “Keep walking” campaign. It aims to promote the idea that finding joy is part of the recipe for success.

“It’s a moment where we’re going to recruit a new generation of Johnnie Walker drinkers, who will think differently about progress and ultimately the way they’re going to live their lives,” said Johnnie Walker’s global brand director Guy Escolme, speaking at an event in London yesterday (16 September) to launch the campaign.

The campaign launched simultaneously in more than 50 countries, with 70 different pieces of creative to suit the different markets.

Developed in partnership with creative agency Anomaly it will feature a new TV ad, print and digital advertising, point of sale materials, digital content and experiential activity. The brand is also launching a 10-minute film at the Rome Film Festival, which includes some of the brand ambassadors.

To resonate with younger audiences the campaign has also enlisted the help of numerous “brand ambassadors” including actor Jude Law, US rock band OK Go and Chinese actor Zhao Wei.

https://www.youtube.com/watch?v=K9R9YtaoYAE

“All of the creative has been edited in a way that they can culturally resonate. Some markets prefer famous celebrities, while others would rather connect with someone specifically from that market,” David Gates, head of premium core spirits, told Marketing Week.

“One of the things we like about the campaign is that it can be big and epic, and private and intimate as well.”

The brand hopes the campaign will tell the story of the brand and create a better emotional connection with consumers.

“We want to enter through the heart and for people to connect with the brand message,” Gates said.

“We were a bit more secretive about our product in the past and possibly a bit corporate. It’s a combination of emotionally engaging advertising as well as telling the truth in a way that is interesting and relevant.”

  • Do you want to ensure your brand’s multichannel campaign gets the recognition it deserves? Enter the multichannel marketing category in this year’s Masters of Marketing. Go to the Masters site for details of how to enter.

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 3703 or email customerservices@marketingweek.com

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