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Johnnie Walker Launches Biggest Ad Campaign In Brand’s History

September 17, 2015

Diageo has unveiled what it calls its “largest-ever” global marketing push behind its Johnnie Walker Scotch whisky brand. Launching now, Johnnie Walker’s fresh “Joy Will Take You Further” positioning is billed as an evolution of the brand’s famous “Keep Walking” campaign, and will feature entertainment and sports stars like actor Jude Law, Formula One world champion Jensen Button and Chinese actor Zhao Wei among others. Diageo says the new advertising “aims to generate a positive culture shift by encouraging the idea that finding joy in the journey is part of the recipe for success.”

The drinks giant expects “Joy Will Take You Further” to reach 270 million consumers in more than 50 countries in its first few weeks. Last year, Johnnie Walker was backed by a media spend of $16 million in the U.S. market, placing it amongst the largest advertisers in the spirits industry, even as its total outlay declined by more than $5 million compared with the prior year.

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