A new global advertising campaign for Johnnie Walker entitled “Where Flavour is King” will not launch in the UK until next year, but when it does it will feature social media activation which will be aimed at encouraging consumers on the different ways to enjoy Johnnie Walker. Gavin Pike, global brand director for Johnnie Walker, said it would “open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum.”
The new campaign features a collection of images which reflects the unique flavour production and craft of blending and
transports consumers to a mysterious and evocative world, featuring giant fruit smashers, towers of spices, honey cauldrons and fire-breathers.
Says Pike, “By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend. For example our Red Label shot centres around spices and fresh fruit, whereas the Black Label campaign highlights rich fruits and vanilla,
with the distinctive Johnnie Walker smoky finish.”
Meanwhile the brand has also extended its relationship with Mika Häkkinen. He will continue in his role as Global Responsible Drinking Ambassador for its Formula One sponsorship programme. Mika has signed an extension to his multi-year deal, which makes him the sports longest serving responsible drinking ambassador.
