GLOBAL: Johnnie Walker launches biggest campaign in brand’s history | Progresiv
Johnnie Walker have launched its largest ever global marketing campaign reaching 50 countries and will reach nearly 270 million consumers. The campaign entitled ‘Joy Will Take You Further’ features stars from the worlds of sport and entertainment such as Formula One World Champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success. 
Syl Saller chief marketing officer Diageo owners of Johnnie Walker said: “The launch of previous campaign ‘Keep Walking’ marked a fundamental shift in the way scotch was marketed and kick started a decade of transformational growth for both Johnnie Walker and the category as a whole.
“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. At Diageo, we believe in building brands with purpose – meaning that goes beyond product benefits – and this is a great example of an incredibly strong idea that is brought to life with outstanding creative.” (www.foodbev.com)
