Johnnie Walker has launched its biggest ever global marketing campaign across 50 countries.
Expected to reach 270 million consumers around the world, the ‘Joy Will Take You Further’ campaign is an extension of the ‘Keep Walking’ campaign and features stars from the worlds of sport and entertainment such as Formula One world champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver.
Diageo’s Chief Marketing Officer, Syl Saller, says the new campaign will kick-start a new period of growth for the Scotch brand.
“This campaign is rooted in deep consumer insight and tells true stories of people who have truly walked with joy,” he said. “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.”
Johnnie Walker Global Brand Director Guy Escolme says the new campaign draws on decades of research, and challenges the conventional wisdom that success guarantees happiness – instead exploring the concept that happiness in fact helps people to achieve success.
“Johnnie Walker has always stood for progress,” he said. “It’s been the story of our whisky since our founder John Walker started it all nearly 200 years ago.”
The new ‘Joy Will Take You Further’’ commercial can be viewed here.