UK: Diageo gives Johnnie Walker Red Label GBP7.2m push
Johnnie Walker is getting a major push in the UK
The initiative, which starts next month, will include a TV, cinema and magazine campaign for the blended whisky. It is the first TV ad for the brand on British screens for 50 years, Diageo said.
The campaign, called 'Where Flavour is King', will promote a new signature serve called Johnnie Red & Ginger. The move is aimed at shaking-off the perception of whisky as an "old man's drink", Diageo said.
Johnnie Walker Red Label will also be relaunched in a newly-desgined bottle as part of the push.
A Diageo spokesperson said the investment is a “focussed drive to make the whisky category more appealing to 25-35 year-olds, and a bid to mirror the success that the brand and the category enjoys globally”.
Diageo said that while global demand for Scotch is still growing, UK demand has not been as “stellar”. “The Johnnie Walker Red campaign is part of Diageo’s efforts to reinvigorate the category in this market,” the company said.
Johnnie Walker Red accounts for 70% of Johnnie Walker total brand sales globally, according to Diageo.
As we start our annual series of management briefings that focus on environmental sustainability, Ben Cooper looks at the importance of integrating the issue into all aspect of a company's operations ...
MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organi...
In the second part of this month's management briefing, which shines the light on the importance of environmental sustainability in the brewing industry, Ben Cooper considers the impact of stakeholder...
Since the great recession of 2008/2009 Diageo has transformed itself, primarily through acquisition, from being overly focused on mature markets to a more balanced geographic split and if, as seems li...
In the third part of this month's management briefing, Ben Cooper reviews the environmental sustainability of three of the world's biggest brewers: Anheuser-Busch InBev, Carlsberg and Diageo....
The world’s leading spirits producer, Diageo also ranks 23rd in the global wine market. This profile analyses the role of wine in the company’s wide-ranging alcoholic drinks operations, considering op...
"The Future of the Wine Market in the United Arab Emirates to 2017: Market Size, Distribution and Brand Share, Key Events and Competitive Landscape" is the result of Canadean’s extensive market and co...
- Diageo chief admits "tougher than expected" year
- just The Preview - Diageo's FY preliminaries
- Focus - Diageo's FY Performance by Region, Brand
- Will Diageo seize the day as "nadir" reached?
- Molson Coors CEO exit - Mega-Merger on hold?
- ASA bans Jägermeister TV ad
- Belvédère chairman to step down
- Diageo boosts exec committee
- Diageo silent over Shuijingfang writedown report
- Remy Cointreau names liqueurs & spirits CEO