Johnnie Walker aims to reach new audiences by embracing new digital technologies and media. The 200-year old Scotch brand wants to move beyond its traditional older, wealthier customer base and find success with younger generations. To do so, it plans to increase its interactive content online, like cocktail recipes, and launch innovative mobile apps to promote the brand and drive awareness on new digital platforms. Johnnie Walker believes engaging customers through new media is key to remaining the top Scotch label in the world for the next 200 years.

1. Johnnie Walker
Keep Walking; Down New Paths

2. The Edged Bottle
• Number one Scotch label on Planet Earth
• Founded in 1820 by a Scottish grocer
• Whisky; Not Whiskey
• Label tilted to precisely 24 degrees
• Enjoyed by mainly older, middle to upper
income earners

3. The Target
Who We Have Who We Need

4. The Message
• Out with the old; in with the new
• New formula to success
• Joy pushes boundaries
• “Joynomics”

5. The Mediums

6. The Interaction
• An increase in the interactivity in
the social media world
• Less push, more pull
• Meaningful content
• Relevant articles
• Cocktail and Cooking Recipes

7. The Worldly Web
• Time to Walk onto the Web
• $2 Million
• Create a Presence
• Banner Ads
• Promote Brand Awareness
• Sailing World
• Formula 1

8. The Search Problem
• Search Engine Optimization is
Difficult
• Online Sales Non-Existent
• Drink Recipes
• Cooking With Scotch
• KPIs – Clicks and Views; Not Sales

9. The Palm of the People
• Two Available Apps
• One Highly Innovative
• One Highly Dysfunctional
• The Johnnie Walker Blue Label
Interactive App
• Most Forward-Thinking App of Our
Time
• Technology Cost Issues

10. The Future
• 200 Years at the Top
• Brand Awareness is the Goal
• New Media is the Key to Staying
There
• Develop Current Technology to
Conquer Mobile
• Find the way to the Heart of the
Young Whipper-Snappers of every
generation
• Joy Will Take Johnnie Walker Further
in this Generation