Johnnie Walker - ‘Keep Walking’ – The Journey Continues

Global campaign for Johnnie Walker whisky, developing the successful `Keep Walking' concept which associated the brand with progress towards aspirations.
Agency: Bartle Bogle HegartyAuthor: Ashley Alsup

Johnnie Walker – 'Keep Walking' – The Journey Continues

'KEEP WALKING' – THE JOURNEY CONTINUES

This paper helps to answer the perennial question 'global or local' by arguing that great brands organise around a single idea, but flex their idea to work best with their people and business needs, avoiding the simplistic either/or debate.

A previous Johnnie Walker APG paper explained how we created focus for a formerly fragmented brand by highlighting a universal truth, (the need to progress), connecting that with a category truth (marking and celebrating your achievements with...

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