Entitled 'Where Flavour Is King', the campaign focuses on the flavours that are found in each blend of Johnnie Walker whisky. Following its launch in Africa, the campaign is to roll out in Australia, Brazil, global travel retail, Russia & Hong Kong later this year. European markets will roll out from July 2013.
The campaign is to feature outdoor and radio advertising, as well as promotional materials across the on and off-trade. The campaign will also feature social media activation that is to centre on a Facebook app, which is said to take “consumers on an exotic and engaging journey through the layers, flavour and wonderful ways to enjoy Johnnie Walker”.
‘Where Flavour Is King’ was written and produced by UK ad agency LOVE, and led by creative director Chris Myers. The campaign images were shot by photographer Finlay MacKay over five days in London, England in April 2012. The production – led by set designer Robin Brown, Michelin star food stylist James Hayward and Fashion Director of GQ Style in the UK, Luke Day – required a drawing room to be built from scratch, featuring giant fruits and 6ft tall bottles of Johnnie Walker whisky.
Gavin Pike, global brand director for Johnnie Walker, said the campaign would help drive consumer awareness of the range of tastes across the brand portfolio: “The new campaign, ‘Where Flavour Is King’, will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum. By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend. For example our Red Label shot centres around spices and fresh fruit, whereas the Black Label campaign highlights rich fruits and vanilla, with the distinctive Johnnie Walker smoky finish.”
Diageo did not disclose spend details but a spokesperson for the company said: “In fiscal 2012, total marketing spend on Johnnie Walker increased 11% with over 80% of the incremental investment directed towards emerging markets.
“We will see the same run rate in fiscal 2013 as we continue to invest ahead of sales - which will include spend on the new campaign.”