Johnnie Walker – Keep Walking (China)

Bartle Bogle Hegarty

SUMMARY

This paper details how the global Johnnie Walker campaign – “Keep Walking” – was adapted for the Chinese market. China presented great challenges to us as the culture there was very different from the Western markets where the campaign originated. To fully understand the issues we constructed a four-level model of cultural difference and analysed the material, cultural, behavioural and ephemeral levels of Chinese culture as pertaining to both the Whisky category and the concept of Personal Progress which the “Keep Walking” campaign is based on.

This allowed us to reimagine the endline as a toast, a pact between men to help each other's future progress. This idea made “Keep Walking” relevant to the Chinese drinking occasion and the Chinese concept of progress.