Johnnie Walker have launched its largest ever global marketing campaign reaching 50 countries and will reach nearly 270 million consumers.
The campaign entitled ‘Joy Will Take You Further’ 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 alongside a cast of extraordinary achievers 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 previous campaign ‘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: “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’.”
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.”
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