In an attempt to reach a much younger audience, Scotch whisky Johnnie Walker has launched a new series of US advertisements, out this month.

Created by Bartle Bogle Hegarty, the new advertisements, which will appear in this month's GQ and Rolling Stone magazines will be asking readers to pursue a "dream".

Part of the "Keep Walking" campaign the ads have cash prizes and an interactive website which is designed to help users craft a plan for a business or other venture - with the opportunity to win up to $500,000 to those with the most innovative ideas.

One execution has a napkin that is marked up with a picture of a coffee cup. The writing (showing the thought process) has 50c crossed out, replaced by a suggested price of $4.95 and the tagline reads, "A simple idea can change the world. Whatever your dream. Keep walking."

Vice president for the brand at Schiefflin & Somerset (Johnnie Walker's US importer), Michael Stoner told the Wall Street Journal: "We want to be relevant to young adult consumers.

"24- to 25-year-olds define success differently than their parents did. What they require," he said is " a more subtle, personalised pitch."

Figures from Impact Databank show that retail US sales of Johnnie Walker Black Label were up 5.2% in 1999 but sales of Johnnie Walker Red fell 1.4% in 1999.