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Modern Marketing Brand Strategy

Johnnie Walker launches global campaign ‘The Walkers’ to help revive social spaces

By Amit Bapna | Editor-at-large

January 12, 2022 | 4 min read

Johnnie Walker’s ‘Keep Walking’ campaign remains an iconic creative rendition that has stayed memorable over 20 years since its launch. It has also been given contemporary iterations over time by the leading Scotch whisky brand.

Making a legacy campaign relevant

In 2021 the brand launched ‘The Walkers’ program as part of the iconic campaign, comprising of a series of local partnerships with cultural changemakers to revive social spaces in countries around the world.

South Korea's K-pop icon CL in ‘The Walkers’ campaign

K-pop icon CL in ‘The Walkers’ campaign

The campaign has been launched as a global commitment to create and fund socializing experiences that drive positive impact for everyone and also help to breathe life back into social spaces that have suffered in recent years.

The initiative will work in bringing communities together to support local venues and bars, and in the process give ‘Keep Walking’ a new meaning for the emerging audience set.

Creative rendition

The ‘Walkers’ program is being brought to life in 10 countries, including South Korea, Thailand and India, through a series of locally relevant initiatives.

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The latest iteration has been developed in partnership with Virtue, the brand’s creative agency, which has been doing some noteworthy work with millennial and gen Z audiences.

The line-up includes K-pop icon CL, who has launched a series of events in some iconic South Korean venues, and renowned singer/actress Violette Wautier, who is helping revitalize local street culture and encouraging Thais to taste the richer experience of local communities.

As well as this, a series of over 250 live events have been launched in India including performances from Walkers such as Divine, Ritviz and Lisha Mishra to celebrate and revitalize the after-hours culture.

Raising the bar in the post-pandemic world

  • The campaign follows $100m of investment over the past 18 months from parent company Diageo to help the post-pandemic recovery of pubs and bars by supporting jobs and communities around the world through their ‘Raise the Bar’ program.

  • According to global brand director of Johnnie Walker Julie Bramham: “For our latest chapter of ‘Keep Walking’ we wanted to explore how we could support our partner communities across the world as people start socializing again.

  • “The Walkers program is a meaningful way to work with locally loved and valued voices to help reinvigorate social spaces like bars, clubs and venues to help get the local culture back on its feet and moving again.”

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