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Johnnie Walker given global marketing push

Diageo has launched a new global advertising campaign focusing on four expressions of Johnnie Walker Scotch whisky.

Johnnie-Walker-Character-Diageo
Diageo has launched a new global advertising campaign for Johnnie Walker called, Character

The campaign, called Character, will focus on the “rarity and depth” of Johnnie Walker Blue Label, the “smoothness and radiance” Johnnie Walker Gold Label, the “boldness” of Johnnie Walker Black Label and the “intensity” of Johnnie Walker Double Black.

It follows the launch of Johnnie Walker’s film The Gentleman’s Wager, which featured Jude Law and Giancarlo Giannini, plus the Symphony in Blue event that was held in London in September.

“The Character campaign enhances the luxury credentials of the Johnnie Walker brand and its range of remarkable whiskies,” commented James Thompson, managing director of Diageo Global Reserve. “The advertising beautifully reflects the craft, quality and character of each of our blends through work of exceptional creative standard.

“Johnnie Walker is consistently breaking new ground in luxury marketing of which this campaign is part.”

The advert for the Johnnie Walker Blue Label features French world-champion free diver Guillaume Néry, who was photographed 100ft below sea level in The Pit – the world’s largest underground river system in the Yucatán Peninsula of Mexico, while Johnnie Walker Gold Label Reserve’s advert shows a “river of gold”, created by floating golden disco balls downstream in Scotland.

Italian artist Mattia Biagi transformed a room of luxury objects, including a grand piano and car, into works of art with fire and smoke for Black Label and Double Black.

“Developing this campaign has been all about creating imaginative, powerful, visceral depictions that truly reflect the character of our whiskies – about putting the qualities that lie at the heart of the liquid front and centre,” said Daniel Leahy, global credentials director for Johnnie Walker.

“We are delighted to have created this alongside Guillaume, Bionic League, Mattia and Anomaly – the New York based creative agency – because they are true pioneers. Like Johnnie Walker, they share a belief in uncompromising standards of excellence and a deep commitment to innovation and progress and we look forward to a rich and fruitful relationship.”

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