Johnnie Walker has no limits | Brand Renewal Marketing

In recent years, the scale of China's whiskey market has been growing year by year: The Scottish whiskey brand Johnnie Walker Black Label wants to achieve brand rejuvenation.

Case details

Brand: JOHNNIE WALKER

Brand owner: Diageo

Main agency: Ruder Finn

Main agency holding group: Ruder Finn Communications

Launched in: Mainland China

Industry: Alcoholic Beverages

Media channels:

Budget: 2-3 million

Case Summary

To help the Scottish whisky brand Johnnie Walker Black Label achieve brand rejuvenation, this marketing campaign found a new definition of the brand spirit of "forging ahead and breaking boundaries" and a highly synergistic insight into the spirit of skateboarding "not taking the beaten path", and proposed the communication theme of "no limits", subverting the brand's century-old image of...

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