Johnnie Walker, the number one Scotch whisky in the world,
has launched its largest ever global marketing campaign. Joy Will Take You
Further will launch simultaneously in more than 50 countries and will reach
nearly 270m consumers around the world within the first weeks of launch. Joy Will Take You Further is an evolution of the brand’s Keep
Walking campaign and represents a new perspective on personal progress. It brings to
life the concept that joy can be a catalyst to the progress people seek, and aims
to promote the idea that finding joy
in the journey is part of the recipe for success.
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| Formula 1 World Champion Jenson Button stars in Johnnie Walker's new brand campaign |
Encouraging shoppers to find joy in their journey
The campaign features stars from the worlds of sport and entertainment such as Formula 1 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 cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success.
In travel retail the campaign will be brought to life
through a number of airport activations. This will include offering travellers
exclusive insights into the joy of blending as well as encouraging our shoppers
to find joy in their journey.
Syl Saller, chief marketing officer of brand owner Diageo, 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.”
Significant investment in customer experiences
Peter Fairbrother, global marketing director of Diageo
Global Travel and Middle East, added that the new campaign 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, right through to today as the best-selling spirits brand
in travel retail. 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.”
Developed in partnership with the brand’s global creative
agency, Anomaly, Joy Will Take You Further brings to life the art of blending
and the blenders who create the world’s most iconic Scotch whisky through a
significant investment in mentoring and customer experiences, in addition to a
new television commercial, print and digital advertising, point of sale
materials and engaging digital content.
The new Joy Will Take You Further television commercial
from Johnnie Walker can be viewed at https://www.youtube.com/watch?v=K9R9YtaoYAE
