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Diageo builds on its famous walker

Johnnie Walker goes further in campaign full of joy

Jenson ButtonJohnnie Walker, the top-selling Scotch whisky in the world and arguably Scotland’s biggest brand, today launches its largest ever global marketing campaign.

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.

The theme of the campaign is based on joy being a catalyst to progress and it will be activated simultaneously in more than 50 countries, reaching nearly 270 million consumers within the first weeks.

It features stars from the worlds of sport and entertainment such as Formula One World Champion and McLaren Honda driver Jenson Button (pictured), Oscar-nominated actor Jude Law and Chinese actor Zhao Wei.

They appear 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 at Diageo, owner 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’.”

Developed in partnership with the brand’s global creative agency, Anomaly, ‘Joy Will Take You Further’ includes television commercial, print and digital advertising, point of sale materials and engaging digital content.

Amanda Feve, chief strategy officer at Anomaly, said: “Our research unlocked a new insight into progress, which we believe will create cultural impact the world over.”

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