Johnnie Walker announces new UK advertising campaign
Johnnie Walker Red Label whisky is to launch a £7.2m, UK-side advertising campaign.
The campaign, created by Manchester agency Love, will include television, cinema and magazine advertisements and will see the launch of a new bottle.
The bottle will retain the cuboid shape and slanted logo the brand has become recognised for since the 19th century, but will be "taller and wider, with sharper edges for a strong, masculine finish," according to a company statement.
The new marketing will also push the company's signature long drink, Johnnie Red and ginger - which combines the whisky with ginger ale.
Gavin Pike, Johnnie Walker global brand director, said: “Johnnie Walker Red Label is our original ‘pioneer’, a groundbreaking whisky born from the progressive spirit of our founding family; a whisky that saw Johnnie Walker travel from the four corners of Scotland to the four corners of the world.
“The UK campaign builds on that great story of progress and aims to inspire a new generation of UK consumers to discover Johnnie Walker and Scotch Whisky.”
Over 10 million cases of Johnnie Walker are sold every year, contributing to an annual gross of £2.1bn.