Johnnie Walker marks 110 years of the Striding Man

10th May, 2018 by Owen Bellwood

To mark the 110th anniversary of Johnnie Walker’s Striding Man logo, Diageo Brazil has unveiled a collection of limited-edition packaging designs.

Johnnie Walker striding man

Johnnie Walker is celebrating 110 years of its Striding Man logo

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.

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