Diageo in 1999 – Johnnie Walker launch 'Keep Walking' campaign

On 17 December 2017, Diageo turns 20 years old. To celebrate this milestone Diageo is looking back over 20 years of its history and highlighting memorable moments since it was formed back in December 1997. 1999 marked the launch of the iconic Johnnie Walker ‘Keep Walking’ campaign that transformed the brand as it was rolled out globally.


In 1999 Johnnie Walker launched 'Keep Walking' – the brand’s first ever global advertising campaign. This new global positioning transformed Johnnie Walker into a global leader and saw the brand grow from strength to strength. The pioneering campaign saw Johnnie Walker's famous Striding Man icon change direction to appear to be walking forward, and was launched in every market around the world.

The first ever ‘Keep Walking’ TV advert starred Harvey Keitel and first aired in 1999.

Boxes of Johnnie Walker in a row with the Striding Man symbol embossed in the middle

First created in 1908, the Striding Man has become one of the world's most recognised brand icons and is symbolic of progress for all those who enjoy Johnnie Walker.

To this day, Keep Walking uses the metaphor of a journey to deliver real stories of achievement. It inspires people to think of their own journey of progress - and do something about it.

As the biggest whisky brand in the world, Johnnie Walker and its slogan has been adopted and embraced everywhere, as a rallying cry for progress, as encouragement in adversity, as a joyful expression of optimism and as the best piece of advice you’re ever likely to hear.