Johnnie Walker: From whisky producer to global icon - IPA Effectiveness Awards Case Study 2008

Brief Description: In 1999, faced with the steady loss of its market share, Johnnie Walker elevated its communications beyond rational product claims to instead embody the values of personal progress. The 'Keep Walking' campaign has made the brand an icon of progress in over 120 markets worldwide, driving considerable consumer engagement and accelerating growth. The US$2.21 billion of incremental sales generated since the campaign's launch amounts to total sales growth of 48 per cent; growth which today continues unabated ;---(TAGS)--- Full Title: From whisky producer to global icon: the story of 'keep walking' ; Number: 2008/11 ; Brand Name: Johnnie Walker ; Client: Diageo ; IPA_ProductCoding: Drink (Spirits - white/dark) ; Drink (Alcoholic drinks - all) ; Agency: BBH ; Author: Steve Mustarde, Karl Weaver (Contributing) ;