Johnnie Walker®, launches its largest ever global marketing campaign. The number one selling whisky in the world will activate simultaneously in more than 50 countries and will come close to reaching 270 million consumers around the globe within the first weeks of launch.
‘Joy Will Take You Further’ is an evolution of the brand’s famous ‘Keep Walking’ campaign and represents a new perspective on personal progress, which has defined the brand’s philosophy for more than 15 years and helped Johnnie Walker become the most valuable spirits brand in the world. Based on new insights into how success is viewed by consumers today, it brings to life the concept that joy can be a catalyst to the progress they seek, and aims to generate a positive culture shift by promoting and encouraging the idea that finding joy in the journey is part of the recipe for success.
Sports stars and celebrities will feature in the campaign, including 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 talented cast who share the brand’s view of how happiness in life is a fuel for success.
Syl Saller, Chief Marketing Officer, 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 both 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. At Diageo, we believe in building brands with purpose – meaning that goes beyond product benefits – and this is a great example of an incredibly strong idea that is brought to life with outstanding creative.”
Guy Escolme, Johnnie Walker Global Brand Director, added that 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.
He said: “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. What two centuries of experience have 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 is confirming a conviction that sits at the heart of our brand: ‘Joy Will Take You Further’.”
The creative agency behind the campaign, Anomaly, ‘Joy Will Take You Further’ brings the brand to life through the art of blending and the blenders who create the world’s leading Scotch whisky. The campaign will be supported in print, television commercial, point of sale materials and digital.
Amanda Feve, Chief Strategy Officer of Anomaly, said: “Our research unlocked a new insight into progress, which we believe will create cultural impact the world over.”