Diageo plc: Keep Walking campaign
Mark LaneOVERVIEW
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...