The campaign will activate simultaneously in more than 50 countries and reach nearly 270 million consumers around the world within the first weeks of launch, Diageo says.
‘Joy Will Take You Further’ is an evolution of the brand’s ‘Keep Walking’ campaign and features stars from the worlds of sport and entertainment such as Formula One World Champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver.
Syl Saller, chief marketing officer, Diageo, said: “The launch of Keep Walking marked a fundamental shift in the way scotch was marketed and kick started a decade of transformational growth for both Johnnie Walker and the category as a whole.
“I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth. It is rooted in deep consumer insight and tells true stories of people who have truly walked with joy. At Diageo, we believe in building brands with purpose - meaning that goes beyond product benefits - and this is a great example of an incredibly strong idea that is brought to life with outstanding creative.”
Guy Escolme, Johnnie Walker global brand director, added that the new campaign - drawing on decades of research - challenged the conventional wisdom that success guarantees you happiness and instead celebrates the fact that happiness actually helps people achieve success.