Johnnie Walker: Keep the flame alive

This case study demonstrates how Johnnie Walker, the most widely distributed blended Scotch Whisky in the world, transformed Lebanon's media landscape and social conversations by reigniting the spirit of resilience of the Lebanese people with its 'Keep Your Flame Alive' campaign.

Johnnie Walker: Keep the flame alive

Agency: Leo Burnett Beirut

Brand: Johnnie WalkerAdvertiser: Diageo LebanonCountry: Lebanon

Objectives

With a burgeoning nightlife, and a permissive consumption culture, the whisky category has long reached maturity in Lebanon. A spirit of choice enjoyed either in home, at bars and/or clubs. However, the increasing security threats affecting the territory as well as the institutional void at the political level has taken its toll on the Lebanese economy - an economy highly reliant on tourism. As summarized in the Executive Magazine, "If Lebanon's tourism were an economy in its own right, the last...

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