'Where Flavour Is King’ showcases products’ credentials rooted in the big, bold flavours of Johnnie Walker whisky
Johnnie Walker, the world’s number one Blended Scotch Whisky, is this week launching a new global advertising campaign. Entitled ‘Where Flavour Is King’, the campaign focuses on the array of rich and intense flavours that are found in each blend of Johnnie Walker whisky.
From its origins in 1820, the Johnnie Walker label has always been committed to its quest to blend whiskies of exceptional flavour, refusing to compromise on quality. This dedicated attitude to finding exotic and exciting tastes takes the product on a special journey of distillation, maturation and blending, to produce the ultimate, unrivalled blend. The flavours, derived solely from the simplest ingredients of barley, water and peat, are mythically transformed through distillation and years of maturation in charred wood casks before being unleashed through the craft of the master blender.
This unique flavour production and craft of blending, which is at the heart of the Scotch, is reflected in the collection of campaign images, as consumers are transported to a mysterious and evocative world, featuring giant fruit smashers, towers of spices, honey cauldrons and fire-breathers.
The new, vibrant campaign and its collection of stunning images will be supported by an above the line campaign across outdoor and radio, as well as bespoke promotional materials, delivering rich consumer experiences in the on and off trade. The campaign will also feature social media activation that will centre on a unique Facebook app, taking consumers on an exotic and engaging journey through the layers, flavour and wonderful ways to enjoy Johnnie Walker.
‘Where Flavour Is King’ was written and produced by UK ad agency LOVE, and led by creative director Chris Myers. The campaign images were shot by renowned photographer Finlay MacKay over five days in London, England in April 2012. The extensive production – led by award-winning set designer Robin Brown, Michelin star food stylist James Hayward and Fashion Director of GQ Style in the UK, Luke Day – required a drawing room to be built from scratch, featuring dramatic lighting, giant fruits and 6ft tall bottles of Johnnie Walker whisky.
Gavin Pike, Global Brand Director for Johnnie Walker, said the campaign would help drive consumer awareness of the range of tastes across the brand portfolio:
“The new campaign, ‘Where Flavour Is King’, will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum. By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend. For example our Red Label shot centres around spices and fresh fruit, whereas the Black Label campaign highlights rich fruits and vanilla, with the distinctive Johnnie Walker smoky finish.
We’re thrilled to be able to Keep Walking in the footsteps of John Walker, dedicating ourselves to the pursuit of flavour and are positive that ‘Where Flavour Is King’ will provide even deeper levels of consumer engagement than in previous campaigns.”
The first market to launch ‘Where Flavour Is King’ is Africa, followed by Australia, Brazil, Global Travel, Russia & Hong Kong, later this year. European markets will roll out from July 2013.
Notes to Editors:
About JOHNNIE WALKER:
Johnnie Walker is the world’s number one Blended Scotch Whisky brand, enjoyed by people in more than 180 countries around the world. Since the time of founder, John Walker, it has been closely associated with the concept of progress. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of the Walker family to grow the small grocery store founded in 1820 into an international whisky business selling stylish, authentic, iconic brands.
This progressive and innovative approach has continued into the 21st century. Today’s range of award winning whiskies includes RED LABEL®, BLACK LABEL®, GOLD LABEL RESERVE®, PLATINUM LABEL® and BLUE LABEL®. Together they account for 18.0 million cases sold annually (Impact Databank February 2012), making JOHNNIE WALKER the most popular Scotch Whisky in the world.
Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com.
Diageo is committed to responsible drinking through: setting world-class standards in responsible marketing, promotion and innovation; promoting a shared understanding of what responsible drinking means, and working with others to combat alcohol misuse.
The JOHNNIE WALKER, WHERE FLAVOUR IS KING, KEEP WALKING, RED LABEL, BLACK LABEL, BLUE LABEL, GOLD LABEL RESERVE AND PLATINUM LABEL words and associated logos are trademarks.