Diageo plc: Keep Walking campaign

Mark Lane

Diagio plc’s Johnnie Walker "Keep Walking" was refreshed in 2000. The print and outdoor theme, aimed at urban men aged 25 to 34, was an unconventional success.

Diageo plc: Keep Walking campaign

Mark Lane

OVERVIEW

Diageo plc's Johnnie Walker was one of the world's top scotch brands in the late 1990s and early 2000s, but blended scotch as a category was in long-term decline. Among distilled spirits, meanwhile, vodka was booming, largely as a result of effective youth-oriented marketing. Trying to shed a perception that scotch drinkers were stodgy, suit-wearing business types, Johnnie Walker in 1999 unveiled a global branding campaign called "Keep Walking" that continued to associate scotch drinking with success while widening the definition of success to appeal to young drinkers. The U.S. version of...

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