Read all about this particular achievement here
Johnnie Walker is also leading the pack here in South Africa, and it was an opportunity to catch up with their Marketing Manager at Brandhouse, Melanie Campbell, to see what makes this brand tick in one of the largest and most competitive whisky markets in the world.
The local & global growth driver is the brand equity campaign about inspiring personal progress, called Keep Walking SA, which celebrates all the great things that have happened and are happening in South Africa. Too often, as a nation, we just concentrate on the negatives.
The Keep Walking South Africa creative is being communicated on TV and in cinemas, and we are also encouraging participation from ordinary South African’s to share their achievements, big or small, and the achievements of others they’re most proud of. All of these contributions will be assembled later on in this year to create the greatest collection of South African achievements in history.
Our longstanding strategy in SA is to recruit users via Johnnie Walker Red Label, and then as they develop their taste and appreciation for whisky, to move them up the range to Black label and if they want to, eventually Blue.
The market is there, with the middle classes growing from 1.7 million to 4.2 million in the last 8 years, with a massive spending power of R420 billion.
Johnnie Walker is a strong brand because it is a symbol of status and aspiration. You sip it, appreciate it, savour it. It’s truly an adult drink.
We don’t specifically target women, but we don’t exclude them, for exampleChristina Hendricks is the face of Johnnie Walker in some markets, and she’s seen by a lot of women as a strong role model and very glamorous too.
For people wanting to get involved we are asking them to have a look athttp://www.facebook.com/JohnnieWalkerSouthAfrica . We would encourage them to get involved and tell us of their achievements, however big or small, and help celebrate what makes South Africa great.”