Johnnie Walker trots out global ads

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Diageo's United Distillers & Vintners is launching its first global marketing campaign for Johnnie Walker Scotch whisky. "Keep walking" is the theme of the $160 million marketing campaign created by Bartle Bogle Hegarty, London. The effort represents a 20% increase in spending behind the brand. Using the famous Johnnie Walker "Striding Man" created 90 years ago, the TV, print and outdoor executions aim to create an identification with inspirational journeys. Brazil will be the launch market, followed by Greece, Turkey, U.S., Thailand and Japan before a final global rollout including 40 countries. Leo Burnett Co.'s Starcom Worldwide handles media.

Copyright November 1999, Crain Communications Inc.

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