Johnnie Walker reaffirms its commitment to progress by elevating local stories that inspire ‘walk on’ with authenticity and determination, leading the way to a future full of possibilities.
Johnnie Walker, a brand globally recognized for its spirit of progress, faced the challenge of connecting more authentically with the Mexican consumer, an audience that values both cultural heritage and stories of achievement. The brand needed a narrative that reflected not only its essence, but also the dynamism and authenticity of the local market.
To develop a public relations strategy that would position Johnnie Walker as an inspirational reference in Mexico, through voices that represented the brand’s values. The objective was not only to amplify Johnnie Walker’s presence, but also to establish an emotional bond with new audiences.
Opinion leaders were identified who represented the spirit of moving forward without losing authenticity. The campaign included 360 activations, combining earned media, influencers and strategic alliances that gave visibility to these stories on multiple platforms. Exclusive content, interviews and immersive experiences were implemented that led the audience to reflect on what “Keep Walking” means from a local perspective.
We generated conversation and buzz that helped Johnnie Walker become the most talked about brand in the industry. With a significant increase in organic mentions and strong digital engagement, the campaign not only elevated brand awareness, but also positioned the brand as an icon of authenticity and progress, resonating with Mexican consumers.
+13M
Impacts
+7M
Ad Value
+340
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