Whisky Focus - Johnnie Walker Where Flavour Is King

Johnnie Walker, the world’s number one Blended Scotch Whisky, is this week launching a new global advertising campaign. Entitled ‘Where Flavour Is King’, the campaign focuses on the array of rich and intense flavours that are found in each blend of Johnnie Walker whisky.

From its origins in 1820, the Johnnie Walker label has always been committed to its quest to blend whiskies of exceptional flavour, refusing to compromise on quality. This dedicated attitude to finding exotic and exciting tastes takes the product on a special journey of distillation, maturation and blending, to produce the ultimate, unrivalled blend. The flavours, derived solely from the simplest ingredients of barley, water and peat, are mythically transformed through distillation and years of maturation in charred wood casks before being unleashed through the craft of the master blender.

This unique flavour production and craft of blending, which is at the heart of the Scotch, is reflected in the collection of campaign images, as you are transported to a mysterious and evocative world, featuring giant fruit smashers, towers of spices, honey cauldrons and fire-breathers.

Gavin Pike, Global Brand Director for Johnnie Walker, said the campaign would help drive consumer awareness of the range of tastes across the brand portfolio:

"The new campaign, ‘Where Flavour Is King’, will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum. 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. 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.

We’re thrilled to be able to Keep Walking in the footsteps of John Walker, dedicating ourselves to the pursuit of flavour and are positive that ‘Where Flavour Is King’ will provide even deeper levels of consumer engagement than in previous campaigns."

The first market to launch ‘Where Flavour Is King’ is Africa, followed by Australia, Brazil, Global Travel, Russia & Hong Kong, later this year. European markets will roll out from July 2013.
 

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