Making Johnnie Walker the most iconic spirits brand in Mexico
Our vision for Johnnie Walker in Mexico is to become the most iconic spirits brand.
Feature 10 AUG 2017
Keep Walking Mexico advertisement at Antara Fashion Hall, Mexico
To help achieve this, in 2017 we launched ‘Keep Walking Mexico’, a vibrant campaign aimed at recruiting a new generation of millennial legal purchase age consumers. ‘Keep Walking Mexico’ taps into an increasing wave of national pride, reaching the consumers, through digital, TV, out of home advertising and social media. We have also launched the ‘Johnnie Walker Red Hour’ to support the campaign on-trade, and off-trade we are reaching those millennial consumers through music festivals and Formula 1. Across the scotch portfolio in Mexico net sales were up 17% driven by strong performance across price tiers and brands.
Our scotch growth in Mexico comes alongside one of our most impactful programmes to support responsible drinking. Actuando Mejor (Model Cities) aims to improve the ways in which alcohol is sold and consumed in Mexico. It has reached more than 118 million people through campaigns, training and law enforcement to reduce underage drinking, binge drinking and drink driving.Recently, Actuando Mejor has focused on reducing underage drinking by training people who sell alcohol and partnering with the Education Ministry of Queretaro to provide information to students about the dangers of underage drinking, and how to make healthy lifestyle choices. Police officers in 113 cities have received training through the programme to prevent alcohol-related car accidents.