GLOBAL: Diageo readies Johnnie Walker campaign

Diageo is launching a new marketing campaign for Johnnie Walker Scotch whisky in seven markets, including Brazil and crisis-hit Greece.

The campaign will feature 30- and 60-second television adverts, entitled 'Step Together', as well as activity on Facebook, Diageo said today (29 September). Consumers in markets chosen for the campaign will be invited to vote for one of three installations, covering art, business and technology. The winning installation in each country will be put on public display.

Diageo believes that Johnnie Walker has "untapped potential" in the seven markets, which are Brazil, Bulgaria, Greece, Lebanon, Spain, Thailand and Vietnam. In the group's last fiscal year, to the end of June, global Johnnie Walker sales rose by 11% in volume and value.

Facebook will play a prominent role in the new campaign, which is named the 'Keep Walking Project'. The move follows Diageo's announcement last week of a marketing tie-up with the social network group, worth at least US$10m. A spokesperson for Diageo told just-drinks today that it is not company policy to detail spending on individual campaigns due to "commercially sensitive reasons". 

As part of the voting campaign for the installations, consumers will earn votes - known as "steps" - for their favourite artwork by taking part in challenges on the Johnnie Walker Facebook page and via a free iPhone pedometer app. 

To view the 60-second television advert, click play below.