Johnnie Walker preps umbrella brand campaign

Diageo is launching the first umbrella global campaign for its Johnnie Walker brand as part of a wider marketing strategy to make the scotch whisky range more accessible and attract new drinkers to the category.

johnnie walker

The ‘Where Flavour is King’ advertising push focuses on highlighting the differences in taste between the brand’s Red, Platinum, Black and Gold label variants.

It will focus on a Facebook app that educates users about the flavours that make up each Johnnie Walker label and will also include tips on how best to serve the drink. An outdoor campaign and radio activity will support the app alongside on and off trade promotions.

Diageo says the new campaign “will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum.”

Education ad campaigns are becoming a key way for drinks manufacturers to build brand awareness for their products, particularly in emerging markets. Pernod Ricard, Diageo’s biggest rival, is also rolling out a global push this month to educate consumers on how to drink its champagne brand G.H Mumm.

Earlier this year, Diageo announced plans to position the Johnnie Walker brand as a scotch whisky to rival champagne in nightclubs and other “high-tempo social” environments where the drink is not normally consumed.

The campaign will launch in several international markets this month including Africa, Brazil and Japan before being rolled out to European markets next year.

Recommended

ChrisHoy304

Chris Hoy to front Glasgow 2014 ad push

Seb Joseph

Commonwealth Games organisers have signed up Edinburgh-born Olympic Gold medal cyclist Sir Chris Hoy to front a series of high profile marketing campaigns over the next two years in a bid to raise the profile of the event.

Quadrangle HMRC

‘The Uses of Research’ – Segmentation: HMRC

Desmond Luke

Segmentation changed the culture at HMRC so it became customer-focused and stopped thinking of non-payers of tax as criminals. Find out how the strategy paid off in the third in our video series on The Uses of Research from the exclusive partnership between Marketing Week and Quadrangle.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now