Johnnie Walker® Launches Biggest Campaign in Brand’s History

Johnnie Walker Logo (PRNewsFoto/Johnnie Walker)

Today Johnnie Walker, the number one Scotch whisky in the world[1], launches its largest ever global marketing campaign. The campaign will activate simultaneously in more than 50 countries and will reach nearly 270 million consumers around the world within the first weeks of launch.

‘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 and helped Johnnie Walker become the most valuable spirits brand in the world[2]. Based on new insights into how success is viewed by consumers today, it brings to life the concept that joy can be a catalyst to the progress they seek, and aims to generate a positive culture shift by promoting and encouraging the idea that finding joy in the journey is part of the recipe for success.

Formula One World Champion and McLaren Honda driver Jenson Button features in a new campaign by Johnnie Walker(R) entitled ‘Joy Will Take You Further‘.The campaign includes stars from the worlds of sport and entertainment such as Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success. (PRNewsFoto/Johnnie Walker)

The campaign 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 alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success.

Johnnie Walker Joy Will Take You Further – Eva Hakansson

Johnnie Walker Joy Will Take You Further – Johnnie Walker(R) Master Blender Jim Beveridge

Johnnie Walker Joy Will Take You Further – Montserrat Oliver

Johnnie Walker “Joy Will Take You Further” – OK GO

Johnnie Walker “Joy Will Take You Further” – Jude Law

The new ‘Joy Will Take You Further‘ commercial from Johnnie Walker can be viewed here: 

Johnnie Walker Product line up

Developed in partnership with the brand’s global creative agency, Anomaly, ‘Joy Will Take You Further‘ brings to life the art of blending and the blenders who create the world’s most iconic Scotch whisky through a significant investment in mentoring and customer experiences, in addition to a new television commercial, print and digital advertising, point of sale materials and engaging digital content.

Syl Saller, Chief Marketing Officer, Diageo, owners 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.”

Johnnie Walker(R) Master Blender Jim Beveridge features in a new campaign by the Scotch whisky brand entitled ‘Joy Will Take You Further’.The campaign includes 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 alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success. (PRNewsFoto/Johnnie Walker)

“I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth.” he continues. “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.

Johnnie Walker ‘Joy Will Take You Further’ Contextual

Johnnie Walker ‘Joy Will Take You Further’ Contextual advertisement

Johnnie Walker ‘Joy Will Take You Further’ Contextual

Johnnie Walker ‘Joy Will Take You Further’ Contextual

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‘.“

1. International Wine and Spirit Record (IWSR) Value and volume data 2014

2. Impact Databank 2015 – World’s Top 100 Spirits Brands by Value