Insight
Scotch & Whiskey is a male-dominated category.
Brand Truth
Before 2018, Johnnie Walker has been directly marketing to men since its origin. Johnnie Walker as a brand prides itself on championing progression.
Category
The category’s existing communications to/featuring women are virtually non-existent, and are often sexist, derogatory, and patronizing. Johnnie Walker’s previous communication to women, Jane Walker, was negatively received by women who felt the approach was irrelevant. It further alienated a demographic that already feels misrepresented by the category.
Opportunity
Instead of positioning Johnnie Walker as a “Scotch for Women,” position Johnnie Walker as a scotch for everyone who supports women. Rather than directly pointing out that the purpose of Jane Walker is to bring more women to the brand, this should be allowed to occur naturally through the actions of Johnnie Walker.
Pre-March Activation
Transit Posters
Seen in cities hosting a march, and across Canada and the US.
Raises awareness for people not attending, and also delivers Johnnie Walker’s message for progression.
Paid Social Media
Animated Web & Mobile Banner Ad
Website
The addition to the brand’s website, “Keep Walking,” provides their audience with information about the Women’s March. This includes the March’s history, mission, and principles, particular information about the March in 2020, as well as why Johnnie Walker is supporting the march, and the how the brand is involved.
“Johnnie Walker and the Women’s March share the same belief that freedom is for everyone, with no exception. Standing beside women in 2020, we are championing progression and challenging those who have attempted to impede the rights of women, as well as reproductive rights, LGBTQ rights, worker’s rights, civil rights, disability rights, immigrant rights, and human rights. Though we have seen serious attacks against these rights, we have also seen what we are capable of when we fight together. In 2020 we need you to rise with us. In 2020 we need you to march with us, and keep walking.”
March Activation
Digital Displays
Digital displays throughout the march sites that project marcher’s messages in real-time.
