09/17/15 Johnnie Walker "is kicking off the biggest campaign in its history with a global campaign featuring Jude Law and Jenson Button, which will roll out to 50 markets," according to Sara Spary of MARKETING MAGAZINE.
The "joy will take you further" spot is an evolution of the brand's "Keep Walking" campaign and aims to show that "joy" can be a catalyst to progress. Diageo's chief marketer Syl Saller said that the "Keep Walking" campaign marked a "'fundamental shift' for the way scotch was marketed that contributed to a decade of growth."
She said that the new refreshed approach "aims to build on that success and drive the brand forward to 'The next decade of growth.'" Diageo said that the campaign, which comprises TV, digital, print and POS, launched Wednesday night and "will reach 270 million consumers." Marketing Magazine.
PR WEEK's Anna Reynolds reported Johnnie Walker is "working with Smarts Communicate" on the campaign. Belfast-based Smarts Communicate "is leading the global PR for the campaign as well as the brand as a whole." The agency "has also been appointed to deliver the brand’s global social media activity as well as its PR activity in Western Europe."
The brand’s global creative agency Anomaly "has designed the campaign which brings to life the art of blending Scotch whisky through a TV commercial," plus print and digital advertising and engaging digital content. Button and Law "are joined" by Chinese actor Zhao Wei, U.S. rock band OK Go and Mexican supermodel Montserrat Oliver. PR WEEK