Johnnie Walker unveils surreal new ad campaign

Johnnie Walker is to launch a surreal new advertising campaign highlighting the “rich and intense” flavours of its Scotch whisky range.

Johnnie Walker’s Where Flavour is King ad campaign will hit Africa first

The vibrant campaign, entitled ‘Where Flavour is King’, is formed of a series of colourful images depicting the tasting notes of each of the Johnnie Walker blends.

The Gold Label Reserve for instance is set in a plush drawing room, featuring giant hanging apples and pears blasted open by a lady wielding a giant staff, while other women seductively drape themselves with honey and dried fruit.

The Johnnie Walker Platinum advert features the same drawing room but adorned with giant hanging satsumas and figs with a sand timer filled with liquid chocolate, while a well-dressed gentleman smashes open an almond with an axe.

The campaign, which was created by British ad agency LOVE, will be supported by outdoor and radio promotion, bespoke promotional materials and social media activation, including a unique Facebook app.

“The new campaign… will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum,” said Gavin Pike, global brand director for Johnnie Walker. “By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend.

“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.”

The campaign will launch initially in Africa, a core emerging market for Diageo, followed by Australia, Brazil, global travel retail, Russia and Hong Kong later this year. It will enter select European markets from July 2013.