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CommentaryWine & Spirits

Johnnie Walker launches Keep Walking campaign

Creative campaign uses bold visuals to entice new demographics to try Scotch

By Sarah Graybill
Sarah Graybill - The Last Drop
January 21, 2020

In November, Johnnie Walker revealed its Keep Walking campaign inviting a new generation of whisky drinkers to explore their world’s possibilities with Johnnie Walker.

Blended Scotch Whisky has become a category for discovery, with Johnnie Walker seeing a 9 percent net sales growth in North America in fiscal year 2019.

“Scotch isn’t the staunch drink of our grandfathers anymore. It is an all-encompassing liquid to be enjoyed in any moment you want to celebrate,” says Sophie Kelly, senior vice president of whiskies at Diageo North America.

Johnnie Walker Moonflower Bottle

Johnnie Walker Moonflower Bottle

Demographics experimenting with whisky include millennials, females and multicultural consumers, who are not yet delving into the Scotch category, Kelly says.

“Too many people feel the Scotch category is not for them. We know that’s not true, so we are inviting new people into this category,” she says. “... Our spirit is diverse, inclusive and progressive.”

The campaign uses visually evocative imagery to excite curiosity to try Scotch, Kelly says.

Each of its blends has a different personality, she notes. “The red label, for instance, shows cactus flowers, beautiful florals, and intricacies of the Scotch matched with a little sting: soft petals combined with prickliness,” Kelly says.

These contrasting visuals, she says, express the dimensional experience that Johnnie Walker creates. Kelly says the brand will continue to find new ways of communicating the tangible experience that consumers can enjoy with Johnnie Walker, and she empowers other brands to do the same with their brands.

“Scotch has a new lease on life,” Kelly enthuses. “With every step, the plot thickens.”

KEYWORDS: beverage marketing campaign Johnnie Walker packaging design Scotch whisky

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Sarah graybill
Returning to her roots in Chicago after writing and marketing in California’s wine country, Sarah Graybill covers everything from beverage brand creative and innovation in packaging, to responsible manufacturing and products simply too good not to buzz about. Sarah has two Bachelor of Arts degrees in Public Relations and English from Drake University, but has been writing since age 8. Sarah’s favorite aspects of her role as associate editor are the dynamic industry wavemakers she gets to know, and the journeys and stories that make their products noteworthy.

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