Johnnie Walker appoints Smarts Communicate for global marketing campaign

Diageo's Scotch whisky brand, Johnnie Walker, is working with Smarts Communicate on its largest ever global marketing campaign, which features former Formula One World Champion Jenson Button and actor Jude Law.

Jenson Button: One of the faces of Johnnie Walker's new global campaign
Jenson Button: One of the faces of Johnnie Walker's new global campaign

The campaign, called Joy Will Take You Further, is launching in more than 50 countries, and should reach nearly 270 million consumers around the world in its first weeks. It builds on Johnnie Walker's famous Keep Walking campaign and portrays how success is viewed by consumers today.

Belfast-based Smarts Communicate is leading the global PR for the campaign as well as the brand as a whole. The agency has also been appointed to deliver the brand’s global social media activity as well as its PR activity in Western Europe.

Syl Saller, chief marketing officer, Diageo, said: "The launch of 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."
The brand’s global creative agency Anomaly has designed the campaign which brings to life the art of blending Scotch whisky through a TV commercial - which can be seen below - plus print and digital advertising and engaging digital content.

Jenson Button and Jude Law are joined by Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver along with a cast of "extraordinary achievers" who reflect the brand’s view that happiness in life is a fuel for success.

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