The age old reason as to why Scotland has not yet been destroyed by the world is right in front of us. Scotch, one of its greatest inventions and makes some of the exquisite cocktails. (not that i have had any). But lets look at Johnnie Walker for a second, they pioneered the signature tag line Keep Walking. This was their marketing technique and style they used to further their brand image and market reception.
However as of recent, they have added some a phrase right before their signature. “Joy will take you further”. This is the largest marketing campaign in the history of the campaign launching in 50 countries simultaneously. By reading the comments of the article it is noticed that the public reception of the product has increased and the market segment has widened in this field.
They did not stop at the point at which they launched their marketing campaign in 50 countries, they adopted an e-commerce model in which they broadcast, their advertisement appealing to an international audience and different generations causing a market development for their product.
This is honestly a different approach Johnnie Walker is taking and it is interesting viewing their new campaign, it portrays the very point of consuming alcohol, to unwind and keep walking.