Keep Walking With No Limits: Johnnie Walker brand rejuvenation

Emily Tai, Sookie Gu, Fiona Yang

Whisky brand Johnnie Walker (JW) refreshed its brand image in China with a multichannel campaign that linked it to skateboarding.

Campaign details

Brand: Johnnie Walker Brand owner: Diageo Moet Hennessy Entrant company: Ruder Finn ShanghaiIdea creation: Ruder Finn Shanghai Market: Greater China Sector: Spirits & liquors Media channels: Events & experiential, Word of mouth, Influencers, KOLs, Packaging & design, Competitions & contests, Websites & microsites *, Social media, Online video, Television & Connected TV, Sales promotion, Outdoor, Out-of-home, Merchandise & free gifts, Livestreaming Budget: 500k - 1 million

Executive summary

As a whisky brand with a history of nearly 200 years, Johnnie Walker is...

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