A key responsibility for the marketing team at whisky brand Johnnie Walker is to periodically update the core brand message of continual advancement embodied by its ‘Striding Man’ logo. The optimistic notion of life always improving if you keep moving forward is the brand’s guiding philosophy and, in the post-pandemic era, it wanted to embody a feeling of people coming together to progress together, rather than individually.
The move to create an adjusted brand positioning saw advertising agency Anomaly brought on board in 2018, a time when the main focus was to disrupt the whisky category with a bold new...