Johnnie Walker's Newest Campaign Features Celebrities and Athletes
Christopher Magsambol — September 29, 2015 — Marketing
References: prnewswire & fandbnews
Alcohol Brand Johnnie Walker will be releasing its biggest ad campaign in history in the coming days. The campaign is set to reach 50 countries and 270 million consumers in the first few weeks of its launch.
Continuing themes from previous campaigns, Johnnie Walker embraces its "keep walking" mantra. This time however, the brand incorporates the old adage of a journey being more important than the destination. The first commercial attempts to show consumers the campaign message that, "Joy Will Take You Further."
The campaign has enlisted the use of celebrity brand ambassadors like actor Jude Law and racecar driver Jensen Button. The brand's focus on the importance of one's journey is reflective of its own development and celebrates its evolution from early beginnings.
Continuing themes from previous campaigns, Johnnie Walker embraces its "keep walking" mantra. This time however, the brand incorporates the old adage of a journey being more important than the destination. The first commercial attempts to show consumers the campaign message that, "Joy Will Take You Further."
The campaign has enlisted the use of celebrity brand ambassadors like actor Jude Law and racecar driver Jensen Button. The brand's focus on the importance of one's journey is reflective of its own development and celebrates its evolution from early beginnings.
Trend Themes
1. Celebrity Brand Ambassadors in Advertising - Leveraging the influence of celebrities to promote products is a disruptive innovation opportunity for businesses in various industries.
2. Emphasizing the Journey Over the Destination - Shifting the focus from end results to the process can create a disruptive innovation opportunity for companies looking to engage consumers on a deeper level.
3. Expanding Ad Campaigns Globally - Reaching multiple countries and millions of consumers with ad campaigns can be a disruptive innovation opportunity for businesses aiming to increase brand visibility and expand their market.
Industry Implications
1. Alcohol Brands - Using celebrity brand ambassadors and emphasizing the journey can be a disruptive innovation opportunity for alcohol brands looking to enhance their marketing strategies.
2. Advertising Agencies - Collaborating with celebrities and adopting a storytelling approach can offer a disruptive innovation opportunity for advertising agencies seeking to create impactful campaigns.
3. Global Marketing - Expanding ad campaigns globally presents a disruptive innovation opportunity for marketing firms aiming to help brands reach a wider audience and increase their market share.
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