Johnnie Walker ‘pushes boundaries’ with Keep Walking ads in USBy Nicola Carruthers
Johnnie Walker has launched a new creative that seeks to “break down traditional Scotch conventions”, as part of its Keep Walking campaign.
Created by Anomaly, the creative features a “bold new visual identity” for the Diageo-owned blended Scotch brand.
The campaign depicts a range of cocktails and occasions and “celebrates the sensorial dynamism” of blended whiskies. It also allows consumers to “discover and explore the brand in a whole new way”.
The new creative features the brand’s Striding Man icon in “eye-catching patterns” along with a “reimagined view” of the Johnnie Walker bottle.
The visuals also showcase popular local cocktails near venues where 21+ consumers can enjoy these drinks. It will launch in cities across the US.
“We are extremely proud to usher in a new era for Johnnie Walker fuelled by a dynamic visual identity that is rooted in presenting our products and liquids in a way that creates real desire to explore a new world of experiences available within Scotch,” said Sophie Kelly, senior vice president of whiskies, Diageo North America.
“We are excited for more people to discover the experiences possible within our portfolio, that represent the attitudes of our drinker – always in motion, constantly exploring and experimenting, pushing boundaries, in order to taste more out of life.”
The campaign will also feature a new brand experience developed by experiential agency Giant Spoon. The activation is a “contemporary take” on the original John Walker & Sons grocer, where Johnnie Walker was created nearly 200 years ago.
The Johnnie Walker Cocktail Grocer experience features localised food offerings and cocktail serves. It will be showcased at cultural events across the country, including Tropicalia Festival, Infatuation’s Eeeeeatscon LA, Tribeca Film Festival, and more.
Johnnie Walker will also continue collaborations with partners “who are stretching boundaries in culture”. Further details of these partnerships will be announced throughout the year including ongoing “purpose-driven” work with brand partner, actress and activist Sophia Bush.