From whisky producer to global icon: The Story of "Keep Walking" (2008)
Best International Multi-Market
Campaign: From whisky producer to global icon: The story of 'Keep Walking'
Brand: Johnnie Walker
Client: Diageo
Agencies: Bartle Bogle Hegarty
Authors: Steve Mustarde, Bartle Bogle Hegarty
Karl Weaver, D2D
This paper shows how a global campaign transformed Johnnie Walker from an ailing whisky producer into a global icon. In 1999, faced with the steady loss of its market share, Johnnie Walker elevated its communications beyond rational product claims to instead embody the values of personal progress. The ‘Keep Walking’ campaign has made the brand an icon of progress in over 120 markets worldwide, driving considerable consumer engagement and accelerating growth. The US$2.21 billion of incremental sales generated since the campaign’s launch amounts to total sales growth of 48 per cent; growth which today continues unabated.
Judge's Comments:
The longevity and global impact of this campaign made a great impact. It was particularly impressive to see existing iconography and brand heritage used as the basis for a revitalised and universal campaign; this is a powerful message for all marketers.
Sir John Sunderland, Former Chairman, Cadbury plc, Chairman of Judges