Johnnie Walker has launched its largest ever global marketing campaign. The campaign will activate simultaneously in more than 50 countries and will reach over 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 world1. 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.
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.
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.
Examples of the campaign print executions are included below:
Oscar-nominated actor Jude Law
Johnnie Walker master blender Jim Beveridge
Mexican supermodel Montserrat Oliver
1Impact Databank 2015 – World’s Top 100 Spirits Brands by Value