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Diageo has rolled out its largest marketing push for the Johnnie Walker brand in an attempt to connect with the next generation of Scotch whisky consumers.

 'Joy Will Take You Further' launched yesterday in around 50 markets. Diageo claims it will reach "nearly 270m consumers around the world within the first weeks of launch". The new brand message builds on the existing 'Keep Walking' campaign and is said to represent "a new perspective on personal progress".

The company did not disclose the level of investment in the campaign. 

Syl Saller, DIageo's chief marketing officer, said: "The launch of 'Keep Walking' marked a fundamental shift in the way Scotch was marketed and kick-started a decade of transformational growth for both Johnnie Walker and the category as a whole."

Saller said the new campaign would help drive the next decade of growth for the brand. The creatives feature sport, art and entertainment personalities, such as Formula One driver Jenson Button, actors Jude Law and Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver.

The campaign comprises television commercials, print and digital advertising, point of sale materials and digital content. It was developed in partnership with the brand's global creative agency, Anomaly.

Earlier this month, the blended Scotch brand fell to 34th place on IWSR's list of top spirits.


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