JOHNNIE WALKER SET TO SHAKE UP THE IMPORTED WHISKEY MARKET WITH NEW CAMPAIGN

Invest 200 million Baht to celebrate 10th anniversary of the “Keep Walking” campaign by launching new TVC and marketing effort


Johnnie Walker Black Label, the world’s number one Scotch whisky, has decided to allocate 200 million Baht to a new marketing campaign to celebrate the 10th anniversary of the famous “Keep Walking” campaign. Johnnie Walker is ready to shake up the imported whisky market with its new TVC for 2009-10 called “The Pact 2.0” which will be accompanied by an additional 360-degree marketing effort that will run over the coming year. The aim of this aggressive marketing push from the whisky brand is to reiterate and consolidate the real identity of the brand in the minds of its target. Johnnie Walker Black Label expects to keep strong hold on its market leadership and in fact gain an additional 5% of market share by year-end.

Mr. Isaress Sundravorakul, Marketing Manager of Diageo Moet Hennessy (Thailand) Ltd, said that on the “occasion of the 10th anniversary of the “Keep Walking” campaign as established by Johnnie Walker - responsible for successfully delivering an authentic brand identity and communicating a sense of leadership, a sense of being a pioneer - it is an strategic move for Johnnie Walker to celebrate that achievement through this new campaign which presents that same pioneering spirit of leadership through its marketing and communications initiative.”

The “Keep Walking” campaign came about through the extensive research and study of the Johnnie Walker target consumer. Insights from these studies revealed a deep emotional connection this consumer felt with regards to achieving progress in their lives. Based upon this revelation a communication structure was developed to convey an authentic brand identity. For the last 10 years Johnnie Walker has continued along the same marketing strategy of focusing on progress. But now that concept of progress is being extended from the success of an individual to the success of groups and promoting a sense of social responsibility. The guiding philosophy of the new campaign will still be based upon “Keep Walking”, namely the concepts of leadership and progress, but at the same time the execution will continually be aware of the preferences and needs of the consumer of today.

Television will remain the major channel of communication with the consumer due to its impact and efficiency. Television is able to transmit information to a mass audience unlike any other medium and also allows the consumer to explicitly visualize the essence behind the brand thus creating a close emotional engagement between the target and the brand.

The new campaign direction “The Pact 2.0” will be made up of a series of TVCs, first among which is “Pact Between Men” based upon the central philosophy of “Keep Walking”, this TVC has already enjoyed great success within the Asian region over the last year. The campaign is intended to appeal to the target audiences’ determination to fulfill their dreams but at the same time to focus on their friendships, and in fact to progress together and support each other. This philosophy has received a very positive response from the target customers, hence prompting Johnnie Walker to develop the TVC into a series.

“The Pact 2.0” consists of 2 episodes, wherein the main character Jason, a successful architect, along with his friends is in the midst of taking progressive steps. However, they find a number of obstacles in their path forcing them to find creative and unexpected solutions in order to “keep walking”. This TVC attempts to showcase the values of community and the relationships between individuals. The feedback from previews has been very encouraging. The target audience relates strongly to the characters and their dedication to their friends and community, which in turn reflects the brand identity. The positive feedback assures Mr. Isaress that this TVC will touch a chord with the target audience and be able to successfully communicate the brand image as it stands today.

In addition to the TVC, Johnnie Walker will expand this new conception of “Keep Walking” to encompass a larger campaign that will include additional 360-degree marketing activities including on-premise marketing, PR and a particular emphasis on digital media, which is set to play a major part in campaign activities this year, thanks to its popularity with the target audience. In fact, over the last five years Johnnie Walker has built up its digital base to more than 200,000 customers. The importance of digital to Johnnie Walker’s strategy is even evidenced in the very name of the campaign. “The Pact 2.0” is evocative of the new wave of digital communication which has been branded ‘2.0’.

In previous years the division between budget allocations to traditional media versus digital media was 90:10, but this year it will change to 70:30. This increased budget is intended to improve the structure and capacity of Johnnie Walker’s digital offerings, be it in advertising or other activities, such as new innovative communication tools like digital widgets and engagement games, which have not been used by other brands. It is becoming increasingly important to reach out to the target customer through digital avenues, as it is no longer possible to connect with customers solely through traditional media. This shift in focus also reaffirms Johnnie Walker’s leadership in the field of digital media.

Johnnie Walker believes strongly that this new TVC and marketing push will help reinforce Johnnie Walker Black Label’s image as the no. 1 Scotch whisky and strengthen their market leadership, a coveted position they have held over the last 20 years.

The new Johnnie Walker TVC campaign “The pact 2.0” will be broadcast on national television from Monday 16th November 2009; Check out new digital innovations on www.blackplanetcitizen.com.