Diageo Targets Next-Gen Scotch Consumers with Massive Marketing Campaign

Diageo will be rolling out a first-of-its-kind multimillion dollar marketing campaign in a bid to reach out to younger whisky consumers. The marketing campaign is aimed at creating greater awareness for its Scotch whisky brand Johnnie Walker in new and hitherto untapped markets. According to Diageo, this marketing campaign is the largest till date, and the brief behind this campaign is clear: connect with the next generation of Scotch consumers in about 50 markets.

The campaign is centered on the ‘Joy Will Take You Further’ premise, and while it seems ambitious to some market watchers, Diageo claims that it is confident of reaching at least 270 mn consumers globally within the first few weeks of the launch of the campaign. The new branding message that’s coming from Diageo takes its famous ‘Keep Walking’ campaign to the next level. According to the sources close to the campaign, the new brand message is reflective of strides in personal progress.

However, for all the talk about this being one of the most ambitious marketing campaigns undertaken by Diageo, the company refused to disclose exactly how much money it was pumping into the initiative.

According to the chief marketing officer of Diageo, Syl Saller, the company’s previous branding campaign, ‘Keep Walking’, was also a milestone in that it demonstrated a departure from the conventional techniques of marketing Scotch. The marketing campaign also proved to be the take-off point for the Johnnie Walker brand.

Saller added that with the new campaign, Diageo hopes to create a clear branding strategy for the coming decade, which will be crucial in terms of transitioning to the next generation of consumers of Scotch whisky. The mega marketing campaign has tied up with names such as Jenson Button (celebrated F1 driver), Montserrat Oliver (Mexican supermodel), Jude Law (actor), and others.


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