Jonnie Walker to Get Appeal Boost from Global Advertising Campaign
As part of a broader marketing strategy to make their scotch whisky range more accessible and appealing to the public, drinks giant Diageo is set to roll out their first global umbrella campaign for the Johnnie Walker brand.
Under the title 'Where Flavour is King', the advertising will focus on explaining the taste differences between Red, Platinum, Black and Gold label variants - Diageo believes the campaign "will open consumers' eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum."
The campaign has been created around a Facebook app that educates users about the specific flavours of each Johnnie Walker label and will also provide tips on how best to serve each drink. In addition, an outdoor campaign plus radio activity will complement the app, as well as various trade promotions.
Starting this month, the marketing activity will be rolled out in several international markets such as Africa, Brazil and Japan. The European launch however will commence next year.