Johnnie Walker: Brand Personality
Johnnie Walker is the biggest selling Scotch whisky and the third largest spirits brand in the world; which has presence in more than 200 countries. The brand outsells its nearest rival by over 10 million bottles a year. “Johnnie Walker Red Label” is the third largest spirit brand in Australia and the market leading Scotch whisky brand in the Australian market.
With a strong heritage and an interesting history since 1820, the brand raised its own personality and brand elements such as the Striding Man or the square bottles; which lately became well recognised global icons and were registered trademarks and in the market place long before McDonald’s, Nike and Coca-Cola.
In the 1990’s the brand faced difficult times not only itself but the whisky industry, as emerging brands and new tastes appeared on the market. However, during 2007, Diageo Plc., the owner of the Johnnie Walker brand, announced record results for Johnnie Walker and the delivery of an exceptionally challenging 5-year business goal for the brand, which was to achieve an annual sales volume of 15 million cases worldwide. Considering this target was set following a long period of stagnation in the whisky category, this is a remarkable achievement, made possible, largely, by Scotch whisky distillers actively repositioning their products to appeal to a new generation of drinkers.
The “Keep Walking” campaign helped to give Johnnie Walker the positioning it was looking for; as well as strengthened the core concepts rooted in its history; enabling it to become an international symbol to continue the trip to fulfil consumers’ dreams.
The Johnnie Walker family of whiskies shares the values of progress, substance and vitality. These values are visually communicated by the core elements of the packaging, the Johnnie Walker brand name and the Striding Man. This distinctive brand identity is aimed at supporting the brand’s dominant and global leadership positioning.
The Man Who Walked Around the
With a strong heritage and an interesting history since 1820, the brand raised its own personality and brand elements such as the Striding Man or the square bottles; which lately became well recognised global icons and were registered trademarks and in the market place long before McDonald’s, Nike and Coca-Cola.
In the 1990’s the brand faced difficult times not only itself but the whisky industry, as emerging brands and new tastes appeared on the market. However, during 2007, Diageo Plc., the owner of the Johnnie Walker brand, announced record results for Johnnie Walker and the delivery of an exceptionally challenging 5-year business goal for the brand, which was to achieve an annual sales volume of 15 million cases worldwide. Considering this target was set following a long period of stagnation in the whisky category, this is a remarkable achievement, made possible, largely, by Scotch whisky distillers actively repositioning their products to appeal to a new generation of drinkers.
The “Keep Walking” campaign helped to give Johnnie Walker the positioning it was looking for; as well as strengthened the core concepts rooted in its history; enabling it to become an international symbol to continue the trip to fulfil consumers’ dreams.
The Johnnie Walker family of whiskies shares the values of progress, substance and vitality. These values are visually communicated by the core elements of the packaging, the Johnnie Walker brand name and the Striding Man. This distinctive brand identity is aimed at supporting the brand’s dominant and global leadership positioning.
The Man Who Walked Around the