JOHNNIE WALKERAndrej, Ariele, Charlotte, Olivier, Ken, Zara

STRATEGIC BRAND MANAGEMENT

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Johnnie Walker: The Important Man

“A man is judged a success not by where he is but by where he is going”

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Keep Walking Campaign in 2000

Focused the marketing strategy on image, rather than quality and taste

Aligned the message behind the brand globally

Logo Shift

Johnnie Walker: Keep Walking Campaign

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Touch Points

Business Client Meal

Hanging Out with Friends

Parties

Happy Hour

Bachelor Parties

Aperitif

Supermarket

Liquor Store

Winding Down

Cigar Smoking

Local Bar/Lounge

Dad’ Liquor Stash

ExperienceIn-StorePre-StoreOccasion

Individual Self

Definition

Feel Refined

and Classy

Relaxing, Comforting

Social Recognitio

n

Look Informed

Fitting-In

Display Certain

Life-Style to Peers

Display Certain Social Status

Feel Trust in Brand

Refined Taste

Budget-Friendly

Consistent Quality

Lower Inhibitions

ReliableConfidence

in Brand

Good Pre-Dinner

Experience

Choose Drink

According to Situation

Different ways to enjoy

Functional Benefits

Flavor and Finish

Distinct Bottle

Shape and Label

HeritageAlcoholic

PercentageColor

Different Grades and

Prices

Convenient Purchase

Distilling and Aging Process

Bold Advertising

and Branding

Featuresand Attributes

Emotional Benefits

HighestValue

NEEDS CHAINTarget Audience: Upper-middle class male aged 25-40, with a corporate/finance

career

Different ways to enjoy

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BRAND FRAMEWORK

“FOR” – Core TargetMales who want to be perceived as a classy socialite but not too pretentious, whom are slightly cocky very confident

“WHO” – Core InsightLooking for an alcoholic drink for relaxation while creating the identity of accomplishment and achievement financially

Competitive FrameworkClose competition and substitutes include Chivas Regal, Glenfiddich, cognacs, ports, beer, and cocktails

Brand CharacterConfident, bold, and determined

Brand DeliveryMaintain the recipe and quality, laddered variants that reflect your level of success, refined and consistent packaging, reliable, affordable, image of an informed customer

Brand PromiseA beverage that fuels ambition, creates a rich experience to make give you the confidence that accompanies success

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Trends

Consumers are prone to substitution on impulse when shopping in-store

Not all venues stock Johnnie Walker, and as a beverage option is not often visible up-front

Action

Loyalty based marketing and optimize distribution to avoid switching

Sponsor events and venues to ensure exclusive service

Consumer–As–Shopper

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Trends

Competition from both the pure scotch and pure whiskey markets

Threat of substitution to other alcoholic beverages

As a brand, we hold a significant market share in the scotch and scotch/whiskey segment

Action

We must maintain our current high standards for quality and design, focusing efforts on marketing our product as a beverage that cannot be substituted easily by a competitor or substitute

Competition

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The Dilemma

I look good drinking Johnnie Walker…

...but is it a good tasting drink?

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Pick your label…

…and start walking.

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Our Target

Initimidated, overwhelmed new adopters or current customers who lack undersstandin of the complexity

Our Aim

Extend their Customer Lifetime Value by enhancing their loyalty to the brand Enhance perception to include less change-vulnerable equity

The Campaign

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The Campaign: Pick Your Flavour

Enhance brand’s perception

emphasize heritage, quality, taste and texture

hedge switching risk

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Educate and Engage

Taste Testing events at midtier bars and lounges

Videos describing complexity, guidelines for enjoyment, quality

TV Commercial integrating new elements, linking to engaging online

elements

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Adding elements of heritage and quality, sensory appeal

Driving discovery:

-Each label has an ad

-Black run on TV

-Same beginning: showing which bottle is poured

-Tag line: Pick your label and start walking. Find yours at JohnnieWalker.com

Commercials will be played:In the eveningAround shows like Mad Men, Sopranos, Shark Tank, SuitesDuring golf tournaments and Formula One events

TV commercials

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Other labels:• Opening scene• Personality of the label• Youtube, Website, Social Media

• Quality/complexity• Character, “cool” Johnnie explaining flavours and how to enjoy each label

• Quiz

Educating the audience

Sensory engagement

Highlighting complexity

Online Content

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Teach people how to appreciate different flavours and textures

Suggest food pairings and different methods of enjoying JW

Create exposure to the various Johnnie Walker labels Physical validation of the communications in other channels,

engaing the senses

Taste-Testing Events

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Summary: Initiatives

• Education• Sensory engagement• Illustrating the labels differences

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bringing them into the loop Brand recognition Create more reasons to buy, connect with the customer’s lifestyle Inidividual Self Reconition, validation and hapiness

Hooking the customers

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EVALUATION

EVALUATION SHOPPINGSHOPPING

BRAND EXPERIENC

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BRAND EXPERIENC

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REFLECTION AND

SHARING

REFLECTION AND

SHARING

social media sharing

emotional connection and self definition

new value of quality and flavours

meeting different expectations

creating heightened satisfaction

Informed choicesImproved usage/taste categoriesmessaing driving enhanced perception

2020

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