Diageo is looking to appeal to millennials with the biggest-ever global campaign for leading Scotch whisky Johnnie Walker.

Launching simultaneously yesterday in 50 key markets, the drive revolves around the idea that ‘Joy will take you further’ - meaning those who find happiness in what they do achieve the greatest success. The brand’s previous campaign slogan, ‘Keep Walking’, which was introduced in 1999, will be retained.

As part of the push, Diageo has signed up a number of Johnnie Walker ambassadors - a mix of famous and not-so famous individuals - who share the outlook that happiness leads to success. The group includes actors Jude Law and Zhao Wei; Formula 1 drivers Jenson Button and Mika Häkkinen; artists Haas & Hahn, who are known for producing large-scale paintings of favelas in Rio de Janeiro; and Johnnie Walker master blender Jim Beveridge.

Devised by international agency Anomaly, the campaign begins with a 90-second TV advert that introduces the message and a number of the ambassadors, and continues with shorter films focusing on individual ambassadors. They will also feature in a series of display and print ads, depicting them mid-stride. Alongside these, adverts will feature in locations such as airports and stations featuring versions of the message tuned to the particular setting.

“The launch of Keep Walking marked a fundamental shift in the way Scotch was marketed and kick-started a decade of transformational growth for Johnnie Walker and the category as a whole,” said Diageo chief marketing officer Syl Saller.

“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.”

Johnnie Walker is the most valuable spirits brand in the world [Impact Databank 2015]. In the UK, sales are up 16.3% to £15.8m, taking it into the top 10 Scotch brands - but it is tiny compared with Diageo’s top brand Bell’s, which is worth £158.3m [IRI 52 w/e 18 July 2015].

Topics