Life is .... a chaos between two silences (Beckett) ...
they lived und laughed ant loved end left (Joyce)
But A language is ... a dialect with a Department of Education and firm grasp of the curriculum.
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Wednesday, March 22, 2017
Johnnie Walker takes another step to keep walking
From ailing whisky producer
to global icon:
Bartle Bogle Hegarty’s campaign for Johnnie Walker reversed the trend in the brand's value.
It was awarded the Grand Prix, the highest accolade, at the 2008 IPA Effectiveness Awards for their global campaign.
Finding the right strategic direction can fundamentally unlock the value of the brand and liberate the creative process. Johnnie Walker is a fabulous example.
Whisky had always been sold as the drink for people who were successful, it’s about celebration.
But success isn’t a place .... it’s a journey and really successful people are always moving forward.
Unlocking that truth and aligning the sentiment with the Johnnie Walker brand through great creative work, based on our ‘Keep Walking’ thought allowed us to create incredibly effective advertising.
A one-shot-wonder for Johnnie Walker.
'Keep walking' 2007
Sold in more than 180 markets, it is the world's largest whisky brand by some margin, with more than $4.5 billion in sales in 2007. The brand's portfolio ranges from Blue Label, one of the world's most expensive whiskies, to Red Label, the world's most popular. Back in 1999, however, Johnnie Walker was on red alert. In the preceding three years, volume sales had fallen by 14 per cent, while market share was also in steady decline. For a brand with such a proud past, the future was looking bleak; Bartle Bogle Hegarty was called to pitch for the business. The brief was twofold: to immediately reverse sales fortunes; and to develop a future-proof global communications strategy.