By Annette Shailer
Diageo Australia is investing $4 million into the biggest summer of cricket for the Johnnie Walker trademark to date as it announces a partnership with Australian cricket legend Steve Waugh.
The Johnnie Walker, Cricket Australia and Steve Waugh partnership comes together through the Johnnie Walker ‘Walk with Giants’ global marketing campaign, which conveys the message of progress and builds on the association of celebrating success with Johnnie Walker.
The Steve Waugh ‘Walk with Giants’ campaign will be activated during certain One Day International and Twenty20 matches, and the Ashes Series.
A TVC featuring Steve Waugh will be shown on the big screen during breaks in play supported by strong brand visibility through ground signage and screen flashes.
Johnnie Walker Red Label is also offering the Red Label ‘1908’ limited-edition bottle this festive season – the second limited-edition of The Milestone Series.
The Johnnie Walker Christmas campaign kicks off this month and will continue through to Boxing Day.
Retailers will receive in-store support with a Christmas POS suite.
In addition, Johnnie Walker is investing heavily in targeted Christmas TV, outdoor, digital and PR campaigns to increase awareness and interest in Johnnie Walker at point-of-purchase.
“Diageo Australia is driving the Johnnie Walker Christmas gift offering more than ever this Christmas. We have invested heavily in specific targeted creative media and PR campaigns to support this important trading period and are confident our Christmas gifting solution strategy will see Johnnie Walker Red Label deliver stellar results for our customers,” said Amy Slade, marketing manager for Johnnie Walker, Diageo Australia.