Johnnie Walker is giving its iconic “Keep Walking” campaign a makeover, adding a lot more color, in hopes of keeping the brown spirit relevant for today’s consumers. The global effort, which hits the U.S. today, comes from Anomaly, which secured the global account in April.
New ads use a more vibrant visual identity that challenges “traditional Scotch conventions,” says Sophie Kelly, senior VP of whiskies in North America for brand-owner Diageo. That means Johnnie Walker is trying to move as far away as possible from the stuffy, always-served-neat image associated with Scotch.
“You’ll see bright colors and graphics, striking bottle imagery, intriguing cocktail photography and sensorial product metaphors that evoke the taste experience with a wink and a nod,” she said in an email interview. “With this campaign, we have truly let our Johnnie Walker icons off the leash.”
The media buy includes digital and outdoor advertising targeting major cities including New York, Los Angeles, Miami, Houston and Boston. One quick video (above) shows an old-fashioned cocktail in a glass next to a fishbowl.
Other videos show contemporary interpretations of the “Keep Walking” script along with visuals such as a large ice cube dangled above and dripping into a glass of Johnnie.