Having spent 15 years encouraging its consumers to keep walking, Johnnie Walker now wants to them go further with joy.
The whisky brand’s new campaign, Joy Will Take You Further, features sports and entertainment stars such as Jenson Button and Jude Law, and promotes the notion that joy can be a catalyst to progress. It’s been designed, says brand owner Diageo, as an extension to the brand’s Keep Walking campaign.
Chief marketing officer at Diageo Syl Saller said: “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 consumer insight and tells stories of people who have walked with joy.”
Global brand director Guy Escolme added: “Two centuries of experience have taught us that progress doesn’t have to be an uphill journey.”