Click through to see one of the ads from Diageos latest Johnnie Walker push

Click through to see one of the ads from Diageo's latest Johnnie Walker push

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Diageo is set to launch its latest global advertising push for the Johnnie Walker blended Scotch whisky brand.

‘Where Flavour Is King’, which breaks this week, highlights the “array of rich and intense flavours” found in each blend of Johnnie Walker, the company said today (10 September). The outdoor print campaign, an image from which can be seen by clicking through on the picture, right, will be backed by radio ads, promotional materials and social media activation.

“By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend,” said Gavin Pike, global brand director for Johnnie Walker at Diageo. “For example, our Red Label shot centres around spices and fresh fruit, whereas the Black Label campaign highlights rich fruits and vanilla, with the distinctive Johnnie Walker smoky finish.”

Africa will break the campaign, followed by Australia, Brazil, global travel retail, Russia and Hong Kong later this year. European markets will roll out from July next year.

Financial details behind the move were not disclosed.