Estimated to reach 270 million consumers within its first week of launch, the new ‘Joy Will Take You Further’ campaign, is said to be the next stage in the evolution of the brand’s famous ‘Keep Walking’ campaign, that represents a new perspective on personal progress, which has defined the brand’s philosophy for more than 15 years.
|Johnnie Walker launches its largest ever global advertising campaign|
Based on new insights into how success is viewed by consumers today, the new campaign 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.
Commenting on the launch of the new campaign, Syl Saller, Chief Marketing Officer at 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.”
The new ‘Joy Will Take You Further’ television, print and digital media advertising campaign features stars from the worlds of sport and entertainment 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.
Posted by Steve Rush