Launching across 50 countries, the campaign is expected to reach 270 million consumers within just the first few weeks.
Joy Will Take You Further will evolve on the brand’s famous ‘Keep Walking’ campaign, aiming to champion the philosophy that finding joy in the journey is part of the recipe for success.
Syl Saller, Chief Marketing Officer at Diageo said: “I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth. It is rooted in deep consumer insight and tells true stories of people who have truly walked with joy.”
Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver will also join cast in Johnnie Walker’s latest investment, starring alongside a number of “other” achievers, which the brands says share its view of how happiness in life is a fuel for success.
“Johnnie Walker has always stood for progress – it’s been the story of our whisky since our founder John Walker started it all nearly 200 years ago. What two centuries of experience have taught us is that progress doesn’t have to be an endless uphill journey – we can enjoy the steps we take and the more happiness we find in them the more likely we are to achieve our goal”, Guy Escolme, Johnnie Walker Global Brand Director added.In addition to the new TVC, print and digital advertising, and point of sale materials, Joy Will Take You Further will also bring to life a series of mentoring and customer experiences centralising on the art of blending and the blenders behind the iconic Scotch whisky.
The new ‘Joy Will Take You Further’ television commercial from Johnnie Walker can be viewed here https://www.youtube.com/watch?v=K9R9YtaoYAE
