JOHNNIE WALKER
Integrated Marketing Campaign
BRANDING
INTEGRATED MARKETING
Objective
Renew the brand’s “Keep walking” spirit and recapture the affection of young adults in China.
Strategy
JOHNNIE WALKER became the first whisky brand to embrace skateboarding. To connect with young adults, the brand launched a catchy new brand video as well as hosted a skateboarding party to offer a unique drinking experience for consumers.
Result
JOHNNIE WALKER achieved an impressive surge in brand awareness and cemented its status as a trendsetter among young adults in China.
