Global Johnnie Walker campaign returns focus on Striding Man character
Diageo brand Johnnie Walker has released its latest global advertising campaign, which includes the reintroduction of the brand’s striding man as it central character.
Created by LOVE, which describes the campaign as a ‘show stopping statement of intent’, it aims to highlight the complexity of the flavours found across the range of blends.
Activity will include outdoor and radio, bespoke promotional materials, amd social media activity centred around a specifically created Facebook app that takes consumers through a journey exploring the layers, flavour and methods of tasting Johnnie Walker.
Photography for the campaign was taken by Finlay MacKay, working with set designer Robin Brown.
Gavin Pike, global brand director for Johnnie Walker, said that the campaign had been devised to help drive consumer awareness of the range of tastes across the brand portfolio: “The new campaign, ‘Where Flavour Is King’, will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum.”
He added: “We’re thrilled to be able to Keep Walking in the footsteps of John Walker, dedicating ourselves to the pursuit of flavour and are positive that ‘Where Flavour Is King’ will provide even deeper levels of consumer engagement than in previous campaigns.”
Christian Myers, design director for LOVE, commented; “We wanted to differentiate Johnnie Walker from other whiskies that perhaps trade off age or the Scottishness; Johnnie Walker has to be about flavour above anything and the logical progression was ‘Where Flavour is King’.
“When it came to describing the vivid flavour profiles of the various blends in a spectacularly visual way, we developed a visceral series of epic scenes featuring huge fruit flavours, bombastic cherries, giant caramel slabs, layered smoke, and in-your-face spice to create a spectrum of majestic and unforgettable flavour expressions. These were dynamically brought to life through our 'flavour characters' cast from the world of fashion. The complex, multiple layered flavour experience of Johnnie Walker is mirrored beautifully in the campaign imagery that continues, over time, to reveal new things to the viewer,” added Myers.
The campaign will roll out in European markets from July 2013, first reaching Africa, followed by Australia, Brazil, Global Travel, Russia and Hong Kong later this year.
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