Johnnie Walker
From the time that Johnnie Walker started championing personal progress as opposed to success, sales have grown 94% from 1999 to 2007.
Fast forward to 2010. The once popular Johnnie Walker whisky is losing sales momentum among core whisky drinkers, especially the Black Label.
Fast forward to 2010. The once popular Johnnie Walker whisky is losing sales momentum among core whisky drinkers, especially the Black Label.
They now face the tough challenge of refreshing “KEEP WALKING” to talk to millennial male audience while staying true to the brand. Johnnie Walker’s intended target is often seen as ignorant, disrespectful and above all, arrogant.But investigation revealed that they are brilliantly intelligent; are extremely ambitious and will work very hard to achieve their goals.
Visualisation of target audience mindset
And they will do whatever it takes, from breaking conventions to working endless days and nights. Fiercely urgent, they push themselves to fight harder and run faster.But it’s not just hard work and urgency that will lead to their success, like what we saw in previous generations.
For them it is:
Hard work + Urgency + Self-conviction = Destiny
Single thought for the campaign:
Find your own path
Across various media, the creative executions encapsulated the spirit of the target audience by talking about the bold moves one makes in life.
Art direction focused on boldly breaking the conventions/boundaries of the media applied.
Hard work + Urgency + Self-conviction = Destiny
Single thought for the campaign:
Find your own path
Across various media, the creative executions encapsulated the spirit of the target audience by talking about the bold moves one makes in life.
Art direction focused on boldly breaking the conventions/boundaries of the media applied.
A micro site will be set up to honor the great legends who lived their lives courageously , this also links to a Facebook application that encourages people to pursue their goals/dreams by declaring it on a public forum.
Ambient
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