Diageo Australia has announced the launch of its biggest national brand campaign for Johnnie Walker in a decade.

The campaign takes Johnnie Walker on from its ‘Keep Walking’ brand position and onto ‘The Next Step’ as it looks to evolve the brand message and it will see $15m spent on the brand over the next 18 months in Australia.

Diageo Australia’s Marketing and Innovation Director, Adam Ballesty, said it was particularly exciting to take the brand forward in a campaign that has been designed specifically for the Australian market.

“Diageo has a phenomenal Scotch portfolio and Scotch brands don’t get bigger than Johnnie Walker,” Ballesty said.

“It’s one of the most iconic alcohol brands in the world and it’s incredibly exciting to launch our first major campaign in a decade that’s been created specifically for and in the Australian market.

“Johnnie Walker is the leading Scotch brand in Australia and the launch of the new TVC is just the start of a huge push on this powerhouse marque.

“The launch of ‘The Next Step’ is just the latest phase in the evolution of Johnnie Walker’s nearly 200-year history. Soon we’ll also unveil updated branding that will better reflect Johnnie Walker’s premium, stylish and confident brand positioning as well as the exceptional quality of the liquid itself.”

Diageo said that the campaign was built on consumer research and insights into what personal progress means to Australians today and that it’s the next step on the path to personal progress and achievement that is the most important, rather than the last.

You can see the commercial here:

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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