Johnnie Walker: Jane Walker – Walking towards gender equality in America

Johnnie Walker, an American scotch whiskey brand, created relevance among a younger US audience by introducing Jane Walker during Women's History Month to show that it cares about equality.

Market background and context

The Johnnie Walker “Striding Man” stands for progress and future hope
  • Johnnie Walker’s goal is to champion the “spirit of progress”, an idea that has long been embodied by the “Striding Man” icon featured on every bottle.
  • It’s “Keep Walking America” campaign witnessed enormous success by tapping into the sentiment that personal progress is achievable, and something that benefits everyone.
  • At the end of 2017, the brand wanted to adopt a tighter focus celebrating the steps that had been taken towards gender equality, but also recognizing much work was still needed.

Insights and strategy...

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