Johnnie Walker's ‘Where flavour is king’ targets whisky connoisseurs and party animals

Johnnie Walker, with its origins in 1820, rolled out the global marketing and ad campaign platform in September. Created by its UK-based global agency Love, the campaign focuses on the diverse spectrum of rich and intense flavours found in various blends of the brand's whisky.

The new campaign consists of print ads and a series of parties in different cities. The print ads depict a collection of decadent images featuring Johnnie Walker’s iconic Striding Man immersed in a mysterious and evocative world with giant fruit, towers of spices, honey cauldrons and fire-breathers.

Gavin Pike, global brand director for Johnnie Walker, said the campaign would help drive consumer awareness of the range of tastes across the Johnnie Walker whisky spectrum.

The visuals bring to life the signature flavours of the different Johnnie Walker blends, such as the sweet fruits and honey tones of Gold Label Reserve, according to the brand.

A spokesperson for Weber Shandwick Hong Kong, which has been handling Johnnie Walker’s PR account in Hong Kong for more than a year and a half, said that the brand aims to stand out from most whisky brands, which tend to focus on the age of their whisky in their communications.

Hong Kong is among the first markets to launch the new platform.

Johnnie Walker will present a ‘Where flavour is king’ party on 5 December at Star Hall, KITEC. Celebrities including Andy Hui, Fiona Sit, MR and MC Jin will showcase different 'experiential zones' to deepen the public’s knowledge of the brand.

Starting early this month, consumers have a chance to receive a ticket to the party when they order a Johnnie Walker Scotch Whisky in selected bars or play a quiz game on the brand's Facebook page. The digital elements were created by JWT Hong Kong.

Johnnie Walker’s major competitors include Chivas Regal, which also rides on a strong ‘party experience’ in its marketing strategies.