Making strides: Reflecting on 25 years of Keep Walking and its future

Jennifer English (Johnnie Walker Global Brand Director):

Christine, it’s remarkable to think that Keep Walking has been part of Johnnie Walker for 25 years. Keep Walking is not just a punchy ad line – it is the Walker mantra and connects deeply to our brand story, underpinning everything we do. It inspires us to keep pushing ourselves and finding new ways to stay relevant to consumers globally. Can you tell us a bit about the origins of Keep Walking?

Christine McCafferty (Diageo Archive Manager):

In the years running up to the launch of Keep Walking, Johnnie Walker was showing up very differently across the world, and it had lost it’s connection to its DNA. We took the time to deep dive into the Diageo Archive and revisit the brand narrative from the last 100 years to reconnect with what made it distinctive. From the slanted label and square bottle to the Striding Man figure, and the way the Walkers built their business - the stories of innovation and progress soon led the team to Keep Walking.

For me, Keep Walking celebrates progress – inspiring both personal and collective advancement. Its strength is its universality, speaking to something deep within all of us. Having worked in the Diageo Archive for 27 years, I’ve seen how this campaign has been used worldwide as a rallying call, a challenge, and an affirmation.

Jennifer:  

Absolutely. The idea of progress is something that everyone can relate to on a personal level. It’s not always about making huge leaps; it’s about taking the next step - whatever that means for you - and celebrating that.

I remember when I first came across a Keep Walking campaign. It was the ‘Fish’ TV commercial from 2003. Having studied the science of evolution, the commercial really caught my attention. It was beautifully shot with such a simple message - don’t be afraid to take that first step, even if it means breaking away from the pack.

Christine:

I love that example. When the campaign launched in 1999 with Harvey Keitel, it was right on the cusp of a new millennium - a time filled with possibility and potential. People were embracing the hope and optimism of a new era.

What I find remarkable, when looking through the Keep Walking, archives is that from the very beginning it was breaking new ground. Whisky advertising had been very masculine, and status driven. This was something different, connecting a whisky brand to a purpose that felt authentic and relatable. Really it opened the door to diversity and inclusion within whisky.

Jennifer:

And as the world has evolved, so has the campaign. After the initial run of advertisements, the brand made a shift to celebrating collective progress - the journey we share with others. We have amazing examples of work from around the globe such as Keep Walking Colombia - highlighting the human connection between communities on both sides of the civil war and Keep Walking Lesvos, shining a light on the people supporting refugees entering Europe. 

Post-pandemic, our ‘Anthem’ advertising carried an important message of encouraging communities to come together again – and had a pretty killer soundtrack in my opinion! Today we’re seeing society shift again. Consumers are seeking our rich and varied experiences. Progress is still connected to others, but we’re approaching it in a more sensorial way - encouraging our consumers to enjoy what life has to offer. 

Christine:

It’s amazing to see how Keep Walking has adapted. Personally, I’ve always been a fan of the first commercials such as the print adverts featuring quotes from Abraham Lincoln, Dr David Livingstone and Yoshida Kenko. But as a historian and storyteller, The Man Who Walked Around the World starring Robert Carlyle in 2009 was a wonderful way to combine the Keep Walking philosophy with the broader brand narrative. 

Jennifer:

It was an incredible ad, and the journey of Keep Walking is far from over as we look to the future and how we can meet consumer demands for exploration, experiences and a fuller life.

Just this year, Johnnie Walker was awarded a Grand Prix at Cannes Lions for ‘Errata at 88’ - an incredible Keep Walking campaign in Brazil. That campaign goes to show how impactful this message still is and will continue to be. It’s an exciting place to be. 

Christine:

That’s such a vital message. Keep Walking will continue to encourage people to live more expansive lives.

Jennifer:

Exactly. Whether it's personal or collective, progress with a capital P or a small p, Keep Walking will always be about moving forward.

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