Johnnie Walker marks 110 years of the Striding Man
To mark the 110th anniversary of Johnnie Walker’s Striding Man logo, Diageo Brazil has unveiled a collection of limited-edition packaging designs.
The Striding Man logo was first commissioned in 1908 and was designed by cartoonist Tom Brown for John Walker & Sons, it first appeared on a bottle of whisky in December that year.
Guilherme Martins, head of Diageo’s whisky portfolio in Brazil, said: “Few brands in the world have an icon as famous and recognisable as the Johnnie Walker Striding Man.
“We are excited to bring to life this centenary symbol through a series of creative activations in Brazil in the next few months.”
Diageo Brazil is celebrating the anniversary with an integrated marketing campaign, which includes a number of limited-edition packaging designs.
Five packaging designs have been unveiled, including cartons inspired by art nouveau, oil paintings, pop culture, the TV and VHS era and a 2018 celebratory edition.
As well as the release of the new packaging, the integrated campaign includes promotions across more than 400 bars in Brazil, pop-up events in São Paulo and Recife, and an augmented reality experience that brings the Striding Man to life.
Earlier this year, Johnnie Walker brand owner Diageo announced plans to spend £150 million (US$215m) on an extensive upgrade of its Scotch whisky visitor centres, as well as a new Johnnie Walker experience in Edinburgh.
