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Promo spotlight: Schieffelin's Johnnie Walker sponsors trek to North Pole

By Published on .

Marketers: Schieffelin & Somerset Co., New York, and eFax.com, Menlo Park, Calif.

Effort: "Team Polar 2000."

Agency: In-house.

Twist: To demonstrate its usefulness in every situation, Schieffelin & Somerset's Johnnie Walker scotch is sponsoring a historic effort by a four-man British military team to walk to the North Pole relying entirely on their own supplies. Four Royal Marine commandos set out March 8 from Resolute Bay in Canada with a plan including celebrating each degree of latitude with a dram of Johnnie Walker, and frequent satellite communi- cations beamed by eFax.com to the base camp.

Vital statistics: Two men were evacuated due to frostbite and exhaustion in late April. Cpl. Alan Chambers and Marine Charlie Paton are still walking north and are expected to reach the North Pole in mid-May, when they will be airlifted home. Johnnie Walker's global ad theme, "Keep walking," broke last fall via Bartle Bogle Hegarty, London. Trek updates are available at (teampolar2000.co.uk).

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