Johnnie Walker unveils first Oz campaign in 10 yearsBy Melita Kiely
Diageo has launched a AU$15 million (US$11.6m) campaign for Johnnie Walker in Australia – the first for the blended Scotch whisky brand in a decade.
The campaign, titled ‘The Next Step’, is set to run over the next 18 months in keeping with Johnnie Walker’s ‘Keep Walking’ branding.
It features a TV advert, which premiered in Australia last night (Sunday 25 March) and depicts the story of a university student who chooses to take the next step to follow his passion in life: art.
Diageo said the campaign was based on consumer research and insights into what personal progress means to modern Australians.
Adam Ballesty, marketing and innovation director, Diageo Australia, said: “Johnnie Walker is the leading Scotch brand in Australia and the launch of the new TVC is just the start of a huge push on this powerhouse marque.
“Soon, we’ll also unveil updated branding that will better reflect Johnnie Walker’s premium, stylish and confident brand positioning as well as the exceptional quality of the liquid itself.”
Last month, Diageo launched a female-inspired bottle of Johnnie Walker Black Label as a “symbol of the brand’s commitment to progress” – The Jane Walker Edition.
Click the video below to watch Johnnie Walker’s ‘The Next Step’ advert.